Q: Dear Gladys, I am trying my hand at small business for the first time. One year ago I opened a day spa in an upper-middle class high-traffic business district. My spa has several tanning booths. In the last 6 months, three other businesses have opened and they too are offering tanning services. Although none of the others offer day spa services (one is a hair salon, the other a fitness center and the third sells cosmetics) I am concerned about losing my tanning customers. What is the best way to handle the competition? Thank you, Rashan.

A: There is an old saying from India that goes "You never step in the same water twice," my guess is that it means each moment is different, each situation is different and each person is different.

You are a unique individual! What you do can't be duplicated and you can't duplicate what someone else is doing. In other words, don't worry about what the so-called competition is doing. Concentrate on what you and your business have to offer and take the word "competition" out of your vocabulary.

Let me give you an example of what I mean.

Last week I joined a new gym that opened near my office. When I stopped in to sign up, the owner, a well-toned woman in my age bracket, greeted me. I was impressed by her knowledge of anatomy and how to develop good muscle tone.

After filling out the application, I pulled out my checkbook to pay for the membership. She quickly informed me that she preferred my debit card, and that she would debit my checking account each month. I told her I preferred to pay by check. She said it was more convenient for her if she debited my account. I wasn't interested in giving her my debit card number.

After 15 minutes of back and forth, I told her maybe I should take my business elsewhere. At that point she reluctantly agreed to accept my check while telling me that every gym in town requires a debit card for monthly membership. That had not been my previous experience!

Two days later, on my regular strength-training day, I showed up at the gym and was surprised to find that before I could use each weight machine I had to clear the weight from the previous user. Although I found this a bit different from other gyms, I continued with my program.

When I arrived at one of my favorite exercises, the leg press machine, I noticed that the previous user must have been the Incredible Hulk, because I found two enormous weights on the machine. By this time, Mr. Strongman had gone, leaving the owner, and elderly man and myself. And we couldn't handle those weights independently or together.

Needless to say, I left somewhat disappointed and thinking about returning to my former gym.

Now, it seems that this gym owner knows what the other gyms in town are doing when it comes to collecting money, bur she has failed to learn that every gym in town requires each user to clear the weight and wipe off the equipment after using a machine.

All too often, entrepreneurs ask me what they should do about the competition. My answer is always the same: Focus on giving each of your customers a safe, convenient and enjoyable experience.

If you follow this advice, you will find you have little or no time to be concerned with the tanning booths down the street. Also, try thinking of similar businesses as your colleagues, not your competitors.

In the meantime, work to develop unique ideas that will put your personal stamp on your business. When you do, you will build a name for your company that says, "My service is like no other."