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It was terribly annoying:
every time I was adding a new twist to the AIRsana website,
this @##%&%&!!! of competitor was copycatting it,
and making its way to the top of the Google results.
Annoying, but useless.
I had moved the game on another terrain and avoided competition…
This is the how marketers play the sales game:
Bringing the ball on a playfield competitors do not even know the existance.
Here is how…
You cannot beat your competition, if you did not do your homework:
All these steps assure that you have minimized the risk that competitors will outsmart you.
Now that you did your homework, you are on pair with your competitors.
Exactly: all you effort in building a great product or service and an organization capable to deliver counts nothing. Your inbound marketing? Nothing. Your design thinking? Nothing. Your lean performances? Your digitization efforts? Still nothing.
Assume your competitors are at least as good as you in doing the same.
(If you need a checklist: try my booklets )
There are four ways to play the “solution provider” game.
They are defined by the problem-solution matrix:
The worst situation is the first: when you are bringing your solution to sostitute a similar one that is already in place, or to be chosen among comparable competitors.
In the first case you face the resistance of the Status Quo, with all its sunk costs, entrenched systems, personal interests, in the second case you are confronted line by line with your peers.
Beating the competition in B2B sales becomes therefore a game of moving the ball where competition cannot play.
Trying to move the game on another battlefield is a quite specific effort, however there are some general rules or best practices that we can use:
I hope these hints may help you win the competitors in your next B2B sale.
If you need more, get in touch.
find them in our booklet: "The Human Sales",
that Engineers, PHDs, Data Scientists an Technical People use since 2009
to serve communities that value their Innovation:
(free for students)