So there you are trying to expedite your deals BEFORE year end when you learn that your competitor (s) is also competing for the same deal(s).
What do you do when you learn that you and your competitor(s) are competing for the same account?
For starters, you can leave landmines!
A landmine is something you leave behind that educates the prospect and forces your competitors to play a more defensive game.
It’s also something that forces your competitor to expose their weaknesses.
Before we continue, I need to make something really clear. This is NOT badmouthing. Not even close. Nor is it some pretty packaging of a sleazy tactic. It’s simply educating your prospect on the proper way to buy your product.
When a buyer is faced with more than one choice, do you think the choices can look the same and even confusing to the buyer?
Do you think that buyers always use the proper criteria when evaluating those choices?
That’s where you come in . . .with a landmine!
Step one is to say something like;
“On the surface, many widget companies look the same so here are a few things you need to insist on to ensure you make the right choice”
Time Out: In this moment, you just ascended to the level of expert because school is about to be in session and you’re the teacher baby!
Step two (and I’m assuming you’ve asked who the other players are) is to take a few areas where you know your competitor can’t keep up with you, and then make those areas part of the selection criteria.
For example, I worked with a commercial cleaning company that carried 30 million in insurance which was unheard of at the time. The closest one of their competitors came to this was 15 million.
I trained the sales reps to point out the importance of working with a company with adequate insurance and why the prospect should insist upon at least 20-25 million in coverage.
So what we’ve done here is . . .
1) Refocused their thinking towards an area where we dominate and NOT some low bidder nonsense.
2) Set the stage for our competitor to look like an inferior choice.
3) Forced our competitor to play more of a defensive game
4) Positioned ourselves as an authority
5) Created the rules of engagement
Please forward this blog post to your team.
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