SALES CLINIC ─ Pro-active and Re-active Competitive Blocks
GET AHEAD OF YOUR COMPETITORS THROUGH
STRATEGIC LANDMINES How to be pro-active and re-active toward your competition.
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hose pesky competitors. They always seem to show up in every deal at exactly the wrong time. On top of that, the number of competitors is multiplying at an alarming rate. You need a strategy to kick them out of the arena… and you need it quickly. Start by understanding the competitive trends. Then analyze your competitor from your customer’s perspective. In other words, how does your customer or prospect view your competitor’s strengths and weaknesses? Based on that analysis, take some action steps, including pro-active and re-active competitive blocks. The tools below will help to make sure you’ve covered all your bases.
Consider Competitive Trends ● Prospects learn about your company, products and services well before they contact you. ● Prospects come to the table educated on the competitive playing field. ● Most sales cycles include competitive threats. ● Competitors continue to improve. ● More decision makers equals more choices to solve their problems. ● Non-traditional competitors can emerge.
Competitive Analysis ● Analyzing the competition early and often enables the selling team to stay one step ahead. ● A 360° view of your competitors offers the best perspective: The customer’s view, the competitors’ view of
themselves and your view. ● Gather competitor intelligence at the market level, company level and product or service level. Ask yourself, “What does this ‘intel’ reveal about the competitor?” ● C onsider: 1. Where do we have the advantage? 2. Where does the competition have an advantage? 3. How can we leverage our advantage? 4. How can we neutralize their advantage? 5. What do we need to do to win? Continued on page 61 Lisa Magnuson founded Top Line Sales in 2005. It has a proven track record of helping companies overcome the barriers to winning TOP Line Accounts. Learn more at www.toplinesales.com.
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