Unseating an Entrenched Competitor
Objectives and Takeaways
- Develop alternative approaches to “tradition selling techniques” that backfire such as:
- Feature-benefit selling
- Low-ball pricing
- Groveling for a small piece of the business
- Pointing out competitors’ weaknesses
- “Turn the tables” and use a prospect’s resistance to change to your advantage to propel the sale forward.
- Instead of listing numerous competitive advantages, focus your efforts by accentuating and emphasizing only one primary advantage — compelling your prospect to choose you.
- Uncover what services and products you and your competitor both offer — then plan a strategy to differentiate your services to gain the advantage.
- Develop effective research techniques when dealing with a new customer to better understand the prospect’s unfilled and unmet needs.
- Create a positive rapport with customers to position yourself as a strategic supplier and not a “product peddler” scrambling for a few quick deals.
- Master intuitive discovery questions that uncover underlying customer motivations, disrupt complacency, and shake up the status quo.
- Learn to avoid common manipulations — like when a prospect asks you for a quote, pretending to be interested — and then uses the information to leverage a better deal with their existing vendor — leaving you out in the cold.
- Present with such confidence and conviction that your solution will be the undisputed winner.
The Sales Bridge Model
“Unseating an Entrenched Competitor” follows our Sales Bridge Model
The Sales Bridge Model allows us to develop a truly customized training solution for any organization through listening to a sales leader’s concerns, diagnosing strengths, and discovering weaknesses. It divides the sales process into six steps creating a “roadmap” to precisely navigate and address an organization’s sales and management challenges.
- On-Site: Instructor-led live presentations conducted in-person and on‑site (or at a specified location.)
- Web Seminar: Instructor‑led live Internet meeting provided in a fast‑paced highly‑charged format.
This program is inspired by the top‑rated book by Paul Cherry
The workshop’s curriculum corresponds to concepts introduced in Questions That Sell, the 2nd edition, bestselling book published by the American Management Association (AMACOM).