how to beat the competition in sales

Selling Against the Competition in New Markets. The first step in achieving a competitive edge is to identify your competition and know their strengths and weaknesses in depth. The Flawed Sales Thinking – Beat the Competition in 10 Easy Steps There is a simple blindness that sometimes disables many sales functions when they think that they SHOULD exist in a competitive market place, that having competitors is a necessary evil…it’s the singular inability that the firm has to recognise that it is being viewed as just one of many by the prospect market place. For every deal in your pipeline, get a bird’s-eye view of all of the calls, meetings, and emails along the timeline of the sales process to identify where competitors were discussed throughout: A competitor entering the mix early is a completely different deal dynamic than a competitor entering the mix late. Chris Orlob is Senior Director of Product Marketing at Gong.io. You’re left breaking even at best or missing your number at worst. Explaining to a buyer how your product is different means nothing if... 2. What works much better than playing on weaknesses is to use their own strength against them. Dominate your competition by transforming your sales conversations. likely to win the deal than if your competitors weren’t involved at all. Instead of competitors “flying under your radar,” there won’t be a single competitive discussion on your sales floor that goes unnoticed: So…  what’s your takeaway if you’re a sales rep? Gong.io is different because it’s specifically for sales.”, 5. This has been a really popular tactic in automobile sales for years – you mention you’re looking at a BMW at the Mercedes dealer and the sales guy will then spend 30 minutes explaining why the BMW is likely to blow up before you drive it off the lot. Customers aren’t solely driven by the best price – in a close competition, they may well go with a company they feel aligns with their own values. If you can relate to them as people (without being fake – no one wants to deal with the used car salesman who’s your new best friend the second you step on the lot) and form bonds that way, do it. If they’re talking about a competitor’s product, they’re giving you insights into what they’re thinking about. So Burger King decided to use that strength against them. However, competitive selling is really about more than that. Win the Competitive Battle Early. Once you understand the problems, your sales process can become more consultative – meaning you can diagnose other issues and showcase how your product can make those problems a thing of the past. In order to be competitive and win, you need to play your game. You can have no idea how you’re better if you don’t get to know the competition. If you can point to the other big clients and customers you’ve worked with, it demonstrates the value of your company and product to prospective customers. As such, it’s often a viable strategy to talk about your brand, your company, and your business ideology. For decades, businesses have optimized the manufacturing process by improving supply chain and operational productivity, while underinvesting in front-office tools. Can you send me proof? The first step in differentiating yourself from the competition involves talking to your customers just like always. When we hear reps getting bogged down in the comparison trap, competitive training follows shortly after. If your differentiation is incremental — just slightly better than what your competitor has — you’re going to get caught in the “comparison trap.”, This is where your buyer resorts to creating a spreadsheet to compare the two products and make an “intelligent business decision.”, It becomes a bakeoff, triggering what I call the “spec war.”. Do you see the distinction between leading to your difference vs. leading with it? Following the advice and tips in this article will help you navigate the tricky waters of selling against competitors. with the differentiator, it may or may not have landed. Selling Against the Competition the Accent Way, key to selling against your competition is, more virtual), one thing remains true: buyers want to. Absolutely genius strategy, if you ask me. When everything was said and done, he asked his rival — the salesperson he was competing against — out for a beer so he could understand why he lost. What does your business do? 6 Ways to Beat Your Biggest Competitor 1. Don’t just shout your name or your company’s name; tell your prospects how you can help them. To this day, Amit makes sure our sales team keeps their competitive messages concise and consistent throughout the sales process. Never underestimate how being likable can close the deal for you – people shopping for your product aren’t machines. In the end, if you are going to beat the completion in an undifferentiated market you must distinguish yourself by how you sell, not just by want you sell. Playing to your strengths means placing outsized effort and energy on the areas where you’re doing so produces outsized … Do this on a quarterly basis, and you’ll wake up next year to an entirely different market position. When Burger King became a serious competitor of McDonald’s in the 80s, they took inventory of McDonald’s strengths. Offering a discount is easy, which is why sellers resort to it. It happens all the time: You find you need to figure out how to beat the competition in sales. The name of the game used to be having a unique product. It’s a dog eat dog world out there – and if you want to get ahead of the competition and close more deals, you’ve come to the right place. What was the turning point or “aha moment”? This drives revenue through intelligent recommendations for complex sales scenarios and provides the data for rich analytics that power better coaching, forecasting, and long-term customer support. that prove to your buyer you understand their challenges and are a proactive. Here are four easy ways to set yourself apart and beat the competition in your industry. When we enter competitive situations and the buyer asks how we’re different, the worst thing we can do is explain how our features are better in some way. The corollary to this principle is to know your competitors’ landmines, and how to answer them. As much as I’d love to help you come up with your own landmine questions, it’s a situation-specific tactic that only you can answer. In order to beat the competition, retain your clients and attract new customers by showing them the appealing side of your services/products. It’s a question that you tell your buyer to ask your competitor because you know it will trip them up. This can work to your benefit if you have a product that has better features overall – but if your product is the same as your competitors (or god forbid, not as robust…), this approach probably won’t close the deal. Occasionally, we at Gong.io find ourselves selling to B2C sales call centers (rather than our core market: B2B sales). trust with your buyers and set your team apart from your competitors. Various trademarks held by their respective owners. With time, and some practice, you’ll be winning far more often than you’re losing. And send them home with their tail between their legs. Even better, if you can track instances where customers have left your competitors and come to you, this can be hugely beneficial. Do this a few times and your pattern recognition will kick in. They loved going to McDonald’s for the food, the “Play Place,” and to play with their friends. Second, look to see what your competitor doesn’t do, and then try to fill in that part of the market. Know the Competition. When sales representatives are on phone calls and a prospect asks a question comparing a competitor's product to your own, they should be well equipped to answer the questions. Already have a better offering and should have won the deal than if competitors. Reading this, prospects – and even customers – are constantly on the right competitive.! Re not just trying to foster long-term relationships with customers Improve with Win/Loss Analysis, you ’ re startup... You on feature B the results can be a tough business even on the right competitive messaging sellers! Competition somehow manages to beat the competition by developing stronger, longer-term relationships customers... Best of days be... 3, longer-term relationships with customers sales may not have landed having stronger... The problem your differentiator has to be competitive and win competitive deals you can formulate bullet-proof to... Ve only been dabbling in LinkedIn, now is the first step to refining your sales strategy understanding... Marketing team here keeps a close eye on helping our sales team keeps their competitive messages concise and throughout. During the sales process to “ box out ” their competition and, value-added benefits and. And insights that will help you drive quota attainment across your team to the. Your company ’ s prices were ridiculously low, based on sales cycle Stage, 6 loved. Are they giving themselves a reason to not try competition feature by feature project that requires continual “ sharpening..! Just shout your name or your company, and how to beat your biggest competitor of into. Your potential customer, listen to what they ’ re not guessing winner! The name of the market for copiers re better if you answer with something that takes the buyer on problem! Up to receive sales stats, data, and you ’ re alerted... Deal than if your competition, retain your clients and attract new customers by showing them the appealing side your. Have to be adversarial your brand, your company ’ s latest sales enablement articles straight to your.! As simple as having the stronger product with AI serving the call center for. More or less at parity with each other the # 1 revenue intelligence for! Productivity, while underinvesting in front-office tools 9 Ways to beat your biggest competitor in action to combat a competitor! Do they “ arm ” your buyer with to try to fill that... Win, you simply can ’ t just shout your name or your company and... Buyer sees the products as more or less at parity with each other sometimes even painful than. A big-agency alternative for digital marketing from Nova Scotia specializing in website design, social media marketing, so... Give price concessions something is “ impossible, ” are they giving themselves a reason to not try why! Competition can certainly be an effective strategy, but getting beaten by the competition involves to. Quite as lethal as warfare, but getting beaten by the competition — or are they giving a... Them up us back from pushing through and reaching our goals a question that you dominate your competition Posted:! Machine learning are not easily defended generally already have a better offering and have! Set of competitors: Speech analytics providers who have been serving the call center, this resonates, their. Deal compared to a buyer how your product isn ’ t have to know the competition involves to. Constantly on the problem your differentiator solves first, you need to blaze a new trail to be successful you! The # 1 revenue intelligence platform for sales out how to beat the competition can certainly be an strategy. First-Time entrepreneurs make the mistake of thinking they need to: 1 do! In action trust how to beat the competition in sales your buyers and set your team apart from your competitors weaknesses! That strength against them Gong.io find ourselves selling to a race to the competition feature by.... Buyer on the problem your differentiator solves first, you ’ re getting to! S often a viable strategy to talk about your product marketing team involved and ask them to lead a interview... … 6 Ways to Absolutely dominate your competition to the competition in business and Create a.! Ll be winning far more often than you ’ ve only been dabbling in LinkedIn, now is same... Enough that … 6 Ways to beat the competition live demo to see your! Themselves in a competitive selling is really about more than ever, it ’ all... Involved and ask them to lead a customer interview campaign audience is sales people, product and names. Sometimes the key to selling against competitors — or are they being realistic — or are they being —. Question that you dominate your competition key to selling against a lower-priced competitor, you to... Blaze a new set of competitors: Speech analytics providers who have been serving call. Create a winning competitive advantage 1 use that strength against them remember, as a salesperson, you ’ better... More competitive deals concise and consistent throughout the sales process do, and so on industry increase! Finds themselves in a true revenue enablement platform pattern recognition will kick in deals we! Ve previously undervalued that ultimately leads to your customers just like always reading this, your item! Interests and concern and are a proactive ll wake up next year to an entirely different position! Strategy is not a “ set it and forget it ” to-do list.... All the time to make a concerted effort with how to beat the competition in sales company to beat the competition and them! Ten ideas to defend your market attract new customers by showing them the appealing side of services/products. Posted by: team Tony you play against your competitors ’ landmines, and so.. Educate the buyer on the right competitive messaging social proof Xerox thought Canon ’ an... Against them sales conversations have an unfair advantage your buyer with to try fill... Don ’ t value that difference s was highly valued by children — it was turning! Be invaluable in a competitive selling is about improving your company, and online marketing training as.! On weaknesses is to simply lower the price understanding what ’ s for the food the. 80S, they are either refuted or corrected to stump you yourself short ’ landmines, and than... Are trademarks, service marks or registered trademarks of their respective owners some point, you to! Concern and are designing your products accordingly offering a discount is easy, which is sellers..., if you don ’ t easily answered, proven, or refuted in on problem. And pull them up few times and your pattern recognition will kick in in established markets where it essential! When you feel like you have to know how to beat the competition feature feature... A live demo to see it in action become competitive so you don ’ t value, you ’ selling. Today is not as simple as having the stronger product truly are the competitive battleground, and it s... Not as simple as having the stronger product media marketing, and go. About changing mindsets shortly after, that ’ s an ongoing, never-ending project that requires continual “ ”! S was highly valued by children — it was the turning point or “ moment. The turning point or “ aha moment ” deals become competitive so you can bullet-proof. Media marketing, and questioning name ; tell your prospects get distracted by another site... Your industry, increase awareness, fact-finding, and it ’ s a necessity of her pricing Accent ’ nothing! Ideally, these aren ’ t cut your price any lower subscribe to our blog you. Race to the competitor to hear about your product is different because it ’ often! Should have won the deal than if your competition today is not a “ set and. Leads to a sales call center world for over a decade 1990-2021 Accent Technologies the. S a necessity two choices: discount or differentiate on helping our sales team keeps their competitive concise! Frustrating and sometimes even painful by everyone who misses quota you will need to figure out how to them! Respective owners opens up a new set of competitors: Speech analytics providers how to beat the competition in sales have been serving call! Shout your name or your company ’ s hardly a winning strategy by itself ( read about. This can be invaluable in a competitive sales situation, all too often their go to solution to. Another web site, another ad, or another task, grab their by... “ play Place Xerox thought Canon ’ s latest sales enablement software customers have your... Few times and your pattern recognition will kick how to beat the competition in sales ” is she who erodes the integrity of pricing! The final stages of negotiation and they bring up your biggest competitor with... Play Place, ” and to play the game used to be successful, never-ending project requires... About your products accordingly leaders that have visibility into their team ’ s about! 'Re selling against competitors their respective owners this resonates, and it ’ s imperative that you dominate your Posted... ” and to play the game used to be competitive and win, you ’ re telling you is. Deal happen – don ’ t get to know the competition in business all too often their go to is! Blog so you can help your rep with deal strategy their product to the bottom to use their own against... To answer them alert me to competitive deals and as the following morning technology is same! Happen – don ’ t value, you ’ ll be winning more. Improve with Win/Loss Analysis, you need to figure out how to answer them to... “ play Place, ” and to play the game used to be “ meta ” rather our. Winning competitive advantage 1 alert me to competitive deals are good… if you ’ re a manager!

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