How to Dismantle Competitors Throughout the Deal
Hosted by: Adam McQueenNick Cegelski, host of the widely followed sales podcast, 30 Minutes to Presidents Club and Qayam Noorani kick off this series of talks from Compete Week 2023. They delve into the art of competitive selling, discussing strategies on dealing with competitors in your deals, understanding your buyer’s needs, and the significance of being an educator in the sales process.
Top Takeaways:
1. Spotting competitors reveals the buyer’s serious evaluation stage, guiding targeted efforts.
“If your buyer is looking at you and some of your direct competitors, what that tells you is it’s a serious evaluation. There’s a serious problem that they’re looking to solve.”
2. Genuine curiosity in your prospect’s alternative solutions helps educate and advise, building trust regardless of their product choice.
“Taking a step back, being really curious, and trying to understand: why are they looking at that solution? What problems [does the competitor] solve for them?”
3. Quick adaptation and internal collaboration can help overcome mid-cycle competitive challenges effectively.
“Consult with other folks, don’t try and solve these problems on your own. There are other people within the business that can help you figure out different ways to adopt.”
Key Moments
00:00 – Introduction
00:34 – The significance of having competitors in your deal
02:03 – The importance of building credibility and trust with your clients
02:52 – Sharing our favourite competitive deal stories
08:57 – How to bring up competitors in a natural way throughout the deal cycle
10:18 – Building a talk track to address the entry of a competitor mid-sales cycle
13:38 – The importance of curiosity in competitive selling
14:59 – The art of being an educated and consultative seller
16:06 – Helping clients improve their programs
16:49 – Bringing in various experts to educate and consult your buyers
17:12 – Consuming content that is designed for the folks you are selling to
19:18 – Adapting your strategy mid-cycle to overcome something a competitor is doing
Host: Adam McQueen
Production: Grayson Ottenbreit
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