5 Mistakes To Avoid While Competing For An Account

Next time you find yourself in a situation where you’re one of several people competing for an account;

Beware of these 5 mistakes;

Assuming That You Have To Sharpen Your Pencil (even when you are told you need to).

This puts the focus on price, and focusing on price leads to “sales malpractice”. How? Well for starters, you might short change the needs analysis step or miss opportunities to truly help your prospect. And besides, why should someone get a better price, just because they told you they want one? How is that fair to your actual clients? You know, the ones who’ve been there for you all along?

Failure To EDUCATE The Buyer On The Proper Way To Buy Your Widget

Please note, that when I say “educate”, I’m not taking badmouthing and simply giving it a nicer suit, I mean help them to make the RIGHT decision.

Do you ever feel like people make sh*tty buying decisions? Of course, they do! This is why you have to assume the role of “teacher”. Teachers (unlike any of my algebra teachers in High School) are respected and appreciated because they HELP!

In what ways can you HELP your prospect make an informed decision? Another way to educate is by utilizing the “Landmine” tactic. Click HERE for a step-by-step breakdown.

Lack Of Balls.

There’s a famous story about advertising legend, David Olgivy.

When Ogilvy, first hung out his shingle, he found himself in a really competitive situation, with a first degree ahole.

The person was demeaning and pompous and told him ( I’m paraphrasing a tiny bit) “When I ring this bell, you will have x amount of time, to pitch us. At the end of your allotted time, I will ring the bell again and you’ll be on your way. From there, will be in touch. Anything you’d like to say before we begin?” David stood up and said “Yep. Ring the bell” and he walked out.

While that’s an extreme example, you need to remember that as much as your prospect is going to evaluate you . . .You have every right to evaluate back.

Not everyone is going to be a good fit for you and your company, but;

You can easily lose site of that, if your inner competitor is too busy trying to win.

Part of the “lack of balls” thing, is also our hesitation in asking the questions, that need to be asked, but might be more intrusive. The proverbial “elephant in the room” doesn’t go away just because someone told you they’re taking other bids.

The world doesn’t need another kiss ass!

Sometimes we need to tell people (respectfully of course) that the way they’re going about their selection process, or just the way they currently do things, isn’t in their best interest.

Allowing The Prospect To Over Simplify or Over Complicate The Selection Process.

Many times, during a competitive situation, a prospect will oversimplify the process by shutting you down during the needs analysis step.

They’ll say things like “There’s no need for a bunch of questions because we know exactly what we want” and then they proceed to tell you.

That’s awesome but, imagine a Doctor that allowed their patients to tell them “Doc, let’s save some time today. Looks like I need heart surgery so just give me your best price”

Now prospects can also over complicate the selection process when they create some of these ridiculous RFPs. They want to know your financials, the blood and urine samples (sometimes), and all kinds of other irrelevant things; instead of focusing on things that actually matter.

Sometimes they complicate it by adding a kazillion unnecessary meetings, conference calls, and steps.

I once had someone who was considering hiring me to be their sales coach. They laid out this ridiculous process they wanted me to go through that included speaking with 3 different people, filling out a 30 question questionnaire, they wanted to speak with 3 of my clients.

While I appreciated their thoroughness, we’re not buying a billion dollar mega corporation here. I tried to meet them halfway, when they wouldn’t budge, I showed them the door. I simply don’t have time for that sh*t and;

Getting involved in that kind of nonsense would keep me away from higher probability/higher return opportunities!

Understand, that you are allowed to (politely) ask why they need certain information and then educate them on how to REALLY make the right choice.

My experience has been, that many buyers include some of these ridiculous criteria, simply because some “consultant” told them to do it.

Allowing Your Competitors To Force You Into Playing A DEFENSIVE Game.

This can happen when they badmouth you and you feel a need to defend yourself.

It can also happen when your competitors are educating the buyer and you aren’t.

Avoiding these mistakes will help you expedite your deals during the fourth quarter!

We talk more about expediting deals during this special fourth quarter resource.

There are all sorts of cool extras like templates, bonus PDFs, etc.

And the best part is that it’s prerecorded so you can go at your own pace!

Have you downloaded it yet?

Here’s what the program looks like;

Session 1 How To REALLY Get A Decision Maker’s Attention

The one phrase that will immediately set you apart from your competitors.
How to dramatically increase the probability of a decision maker taking your call. Did you ever wish there was a way to get someone to actually pick up their phone? Here you go!
5 email tactics your peers are using to stand out.
BONUS PDF: 10 email subject lines that lead to MORE opens and MORE responses.
How to leverage “summer messaging” to stand out.
15 ways your peers are using creativity to get in the door. BONUS PDF with 20+ additional ways you can use creativity to capture a decision maker’s attention.

Session 2 Multi-Channel Prospecting.

4 LinkedIn tactics EVERY sales rep should leverage.
2 ways to create WARM Calls instead of cold calls.
2 referral sources you’ve completely neglected.
5 ways to use snail mail to set yourself apart.
2 email tactics that generate appointments.
BONUS: 50 cold email templates.
5 ways to use a “reverse call to action” to create interest.
How to devise a “3 touch mini campaign” and a multi-channel prospecting cadence.

Session 3 Maximizing Account Potential

The one mistake that hurts your clients and your paycheck!
A 3 step questioning technique that helps safeguard your accounts, generate more opportunities, testimonials, and referrals.
How to get the inside track on new opportunities.
How to get access to additional stakeholders WITHOUT offending your contact.
How to expand to other locations, divisions, etc.
How to add value via ideas, surprises, and resources.
BONUS PDF: A stay in touch cadence to help you stay “top of mind” with your clients.

Session 4 Expediting Your Deals

How to take immediate control of your deals WITHOUT being controlling or manipulative. BONUS PDF: How To Take Immediate Control Of Your Prospect Meetings.
8 ways to safeguard your deals and keep them moving forward.
How to leverage the “theme and variation” tactic.
How to preempt and respond to obstacles, stalls, and objections.
3 tactics to use if you feel you’ve been “ghosted”.
BONUS PDF: 100 sample questions to ask your prospects.

When?

You’ll get immediate access. View at your leisure.

Where?

Your computer screen.

What’s Included?

(4) 60 minute pre-recorded sessions with over 75 actionable tips

Worksheets

50 email Templates

5 Bonus PDFs

(4) Assignments and individualized feedback from Paul Castain

Access to secret resource page with additional PDFs, articles, etc.

Email access to Paul Castain to answer any questions related to the course material

How Much?

$375.

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