Podcast episode
Playbook: Crushing your competitors
30 Minutes to President's Club6 Sept 202335 min
Description
Every 10th episode, we tear down one topic. This time, we’re talking about crushing your competitors. Actionable Takeaways 50% of deals are going to be won by just being a better seller, the other half by properly selling inside the winning zone. Start by figuring out what’s important to them, then recommend a few priorities specifically in your winning zone while seeding competitor losing zones. Against apples-to-apples competitors, tilt the odds in your favor with on-sites, power, and references. Throw competitive darts as you make cold calls or send cold emails so that you begin pushing to your winning zones. RESOURCES DISCUSSED Join our weekly newsletter Things you can steal 30MPC Training: 30mpc.com/training
Show moreShow less
Listen
Loading the recording
This recording could not be loaded.Open the audio file
Quoted on this wiki
Every place a page here uses this source, in the order the words come in it.
competitors in discovery. And that's actually a way to lose a deal is if you over rotate on your differentiators. If you have a similar solution to a competitor, you might miss what's most important to the prospect because you're so focused on your competitor. So the number one “most important thing that we will go over today is step number one is figure out what is most” important to your prospect. And if you solve that, most other sellers won't even be that good at discovery. So you can win a deal against an apples to apples competitor just because you found the right problem. That is going to win you half of your competitive battles. And then the other half
zone, and one is winning zone. Like I mentioned earlier, you want to make sure that you still do not completely ignore the neutral zone, but you win in the neutral zone. And then you need to start to steer your prospect toward the winning “zone and educate them on why the winning zone is important to other” customers that look like them. And then when it comes to the losing zone, you want to make sure that they start to realize that folks who prioritize solutions in the losing zone are not customers like them. They're the cheap customers or the customers who want to have a cobbled together solution.
And what they want you to do is start going right to the price stuff. We actually should be pushing them away. And the way that you can do this while also teaching them about why they need to pay a higher price is to go back to explaining the model. And so your response here is like, of course, “they're less expensive. They're usually come in much, much less than us. Do you mind if I explain” to you why there is that price Delta? And then what I can go back to here is I can talk about the thing that you mentioned earlier, Armand, where they're less expensive because they've pulled money out of that model, where you customer are going to be doing manual work,