How to Outplay Competitors and Win High-Stakes Rip & Replace Deals (Jason Bay, Outbound Squad)

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1. 1:32

   that is a way to point your efforts on the right accounts. And what you need to really know is what's the differentiation and what is the problem they are not able to solve because they're using that competitor. So that's the first one with competitor takedown campaigns. “We're not going to attack the competitor in the cold email itself.” Number two is we want to address the competitor head on and not be shy about it. I'm working with a customer right now that sells in the construction space. It's a very competitive space. They have a competitor that is a third of the cost and they sell against someone that

   In Cold email copy

2. 6:38

   might not even be sold on solving the problem or that a software solution is the way to solve that problem. So it's a little different. You mentioned this in our prep. In both situations, but especially in Greenfield, as a rep, you can really over-index on the differentiation between you and the “competitor versus why should we solve this problem to begin with.” different. It's more of the why us conversation versus the why change conversation. Yeah. The other day we had Chris Surdy on and for Greenfield deals, he talked about the three why's. The first why that you need to answer is why buy anything at all? The second why you need to answer

   In Belief-based messaging

3. 14:31

   And am I doing a better job of that than the competitor that is 10x more? I think the second thing is, and these are just basics of selling, does the buyer feel like I truly understand their priorities and their goals and am I aligning effectively to those business priorities? This is like sales 101, right? “Am I multi-threaded?” Are there people in this organization that like the solution? One of the things I always have to remind myself of is just because I'm threaded with the VP of sales and CRO doesn't mean that they're not looking to their sales managers and their enablement people to ultimately make the decision on who they bring in. So how well am I not only multi-threaded but single threading with the different users

   In Multi-threaded prospecting

4. 16:37

   cheap customers only, you're going to lose a lot of deals that are going to drive you crazy, because usually you're not going to win everywhere. That's a good point you bring up. We talked about this yesterday. I call it chunking up. When someone says, your competitor has this feature, but you don't. Yeah, you got to chunk the conversation up. Hey, before we dig into that, what are you trying to accomplish with that? What is the problem that “We just have a different way of doing it.” smaller company, or you're not the number one company, let's say a category leader, you got to think about, how do I de-risk the purchase for the customer? How do I make it less risky to use my stuff? I think one of the really underestimated things in large mid-market and enterprise sales is professional

   In Competitive differentiation

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