A really good friend of mine reached out to me recently and asked a question that so many small business owners struggle with, even if they don’t say it out loud.
She said: “What do you do if you show up at an event and there are people there that do the exact same thing as you? Like, literally the same business, the same product — and they’re right across the room from you?”
She went on to explain that she gets nervous in those situations. She worries that customers will flock to the other booth, that she’ll look like a copycat, or that she’ll somehow lose out just because someone else showed up with something similar.
And you know what? I completely understand that feeling.
When you pour your heart, time, and savings into something — a product, a service, a booth, a business — it’s easy to feel protective over it. It’s easy to feel like you’ve staked your claim on an idea and now someone else showing up in your lane means there’s suddenly less room for you.
But here’s the truth:
In business, there will always be competition. Always.
There’s No Such Thing as “No Competition”
It’s extremely rare to have a product or service that’s truly one-of-a-kind. Even if you invent something brand new today, give it six months and there will be five other versions of it floating around online. That’s just how business works.
There will always be someone out there who can do it cheaper, faster, fancier, or seemingly “better.” That doesn’t mean you’re doing something wrong. It just means you’re playing the game.
Competition is universal. It doesn’t matter whether you’re selling insurance or cookies at the state fair — there’s always someone else out there selling something that looks or sounds like what you offer.
And that’s okay.
In fact, it’s necessary.
Competition keeps you sharp. It pushes you to clarify your message, refine your process, and stand firmer in your value. It helps you discover what really makes you you.
Because the truth is — the magic isn’t in your product. It’s in the way you deliver it. It’s in your customer experience. It’s in your energy, your authenticity, and the trust people build with you.
Stand Firm in Your Value
In business, resilience is everything. You have to know what makes you different, and you have to stand firm in that — even when ten other people are doing what looks like the same thing.
Your value proposition — what makes your business valuable and unique — is what keeps you grounded when you start feeling that wave of insecurity.
Ask yourself:
- What do I do better than anyone else?
- What kind of experience do I offer my customers?
- What’s the story behind my product?
- What values do I lead with that my customers connect to?
And just as importantly: are you flexible enough to adapt when the market shifts?
Sometimes standing firm in your value doesn’t mean refusing to change — it means being confident enough to pivot when you need to.
If you’re selling lemonade at summer festivals and you suddenly notice five other lemonade stands pop up around you, you have two options:
- Figure out what makes your lemonade special and lean into that, or
- Adjust your business model to fill a different need.
Maybe your lemonade comes in reusable glass jars. Maybe you use organic sugar or local honey. Maybe you add flavors no one else offers — lavender, basil, or blueberry.
Or maybe you pivot entirely and start selling something complementary, like iced tea, snacks, or even fresh-squeezed juice blends.
The key is to stay limber. Don’t panic — pivot.
Be the Friendliest Vendor in the Room
Here’s the advice I gave my friend — and it might surprise you:
Be extremely friendly to every single person who could be considered your competition.
If you’re at a festival, and there are three other lemonade vendors, go introduce yourself. Wish them a profitable weekend. Compliment their setup. Ask them how their morning went.
You’ll be shocked by how powerful that simple act can be.
Because here’s the thing: competition doesn’t have to be cutthroat. You don’t have to treat other vendors like enemies. You can see them as colleagues — people who understand your world, who face the same struggles you do, and who might just become your best resources.
As a longtime vendor myself, I’ve been asked for — and offered — just about everything under the sun at events:
- Band-Aids
- Tape
- Tent stakes
- Water
- Change for large bills
- Even ice, sugar, and snacks
And I’ve given and received just as much in return — from beer to bracelets, and everything in between.
When vendors help each other, everyone wins. There’s more than enough money to go around, and no one benefits from bad blood.
The Vendor Community Is Invaluable
Some of the best business advice I’ve ever gotten has come not from books, podcasts, or mentors — but from fellow vendors at shows.
Other business owners have told me about:
- Hidden-gem festivals I’d never heard of that ended up being my top-performing events of the year
- Where to advertise to reach a similar customer base
- Which hotels are actually clean and close by
- How to back up a trailer in the mud without losing your sanity
- And the best restaurants in town after a long day of selling
These connections are priceless.
You never know who’s going to share that one tip that changes your whole season.
That’s why you can’t afford to isolate yourself out of fear of competition. Being friendly, curious, and open with others in your field opens doors you didn’t even know existed.
When You Don’t Make Money — Ask the Right Questions
Now, let’s talk about the hard part.
Because sometimes, despite your best efforts, an event just doesn’t go well. You pack up your booth at the end of the weekend and realize you barely broke even — or maybe you didn’t make any money at all.
It’s a terrible feeling. I’ve been there more times than I care to admit.
But that’s also when the real work begins — asking the right questions.
1. Was the event itself a dud?
Some festivals are great at recruiting vendors but terrible at attracting customers. You can have the most beautiful setup and the best product in the world, but if no one shows up to buy, there’s nothing you can do.
I’ve been to events where the aisles were empty, the vendors were frustrated, and the organizers clearly hadn’t done their job. Those are the weekends I pack up early and never look back.
If that’s the case, it’s not a reflection of you. It’s just a bad event. Make a note, skip it next year, and move on.
2. Did other vendors do well?
If the crowd was decent and others seemed busy while your booth was quiet, that’s when it’s time to analyze what’s happening.
This is where your earlier friendliness pays off. Talk to other vendors. Observe what they’re doing differently.
Are their price points lower or higher? Are their booths more visually appealing? Do they have samples, bundles, or special offers? Are they greeting people faster, louder, or more energetically?
You don’t need to copy them — but you do need to learn from them.
Business success leaves clues. If someone is selling out every event, figure out what makes them magnetic. There’s no shame in improving based on observation. That’s how smart business owners grow.
Can You Pivot Quickly?
One of the best qualities you can have as an entrepreneur is the ability to pivot.
Can you shift gears quickly when something’s not working? Can you adjust your offering to meet a different need without increasing your costs too much?
Let’s go back to that lemonade stand example.
If the event is flooded with lemonade vendors, could you:
- Start selling coffee or iced coffee? (Huge margins, same basic setup.)
- Offer bagged snacks or baked goods from a local partner?
- Create combo deals (“Lemonade + Cookie = $7”) to increase your average sale?
- Sell reusable cups with your branding to add a higher-margin upsell?
You already have the infrastructure — the booth, the equipment, the license. The trick is asking, what else can I do with what I already have?
Pivoting doesn’t mean starting over. It means being strategic enough to spot opportunity where others see only competition.
Mindset Is Everything
Business is hard — physically, financially, and emotionally.
There’s pressure, unpredictability, exhaustion, and yes, plenty of competition. But here’s what I’ve learned: it’s all about your mindset.
If you approach every event, every sale, every day with a scarcity mindset (“There’s not enough for me”), you’ll constantly feel threatened.
If you instead adopt an abundance mindset (“There’s plenty to go around”), you’ll start to see opportunities where you used to see obstacles.
When you treat your competition with kindness and openness, you invite that same energy back into your business. I call it business karma.
Good energy circulates. The vendor you helped today might be the one who tells you about your best event next month. The competitor you once feared might become a collaborator or even a friend.
You never know where your next great idea, partnership, or breakthrough will come from — but I can promise you, it won’t come from bitterness.
So What Do You Do When You See the Competition Walk In?
You smile.
You introduce yourself.
You wish them well.
Then, you focus on what you can control: your energy, your presentation, your customer experience, and your adaptability.
Because here’s the truth — no one else can do it exactly like you.
They can sell a similar product. They can even use similar branding. But they don’t have your story, your personality, your humor, or your heart.
And that is your edge.
Competition isn’t something to fear. It’s something to learn from, to collaborate with, and to use as fuel.
So the next time you roll into an event and spot five other booths selling the same thing, take a deep breath and remember:
You’re not here to outdo anyone.
You’re here to stand out by being you.
Final Thoughts: There’s Enough Room for Everyone
At the end of the day, business isn’t about beating other people. It’s about becoming the best, most adaptable, most generous version of yourself.
Your competition isn’t the person selling next to you — it’s your own fear, your own stagnation, your own hesitation to grow.
There’s enough room for everyone who’s willing to do good work, treat people well, and stay creative.
So show up. Be friendly. Offer help. Keep learning. Keep tweaking. And never, ever let competition steal your joy.
Because the real secret of business success?
It’s not about winning. It’s about lasting.
And the ones who last — are the ones who play nice, stay curious, and keep evolving.