HappyGilmore

Account Executive

Competitive differentiators

Hey WR fam,

I wanted to get some thoughts and discussion around talking competitive differentiators, and how you mention those throughout a deal cycle with a prospect.

Currently at my company, whenever we're going through a deal and discussing how we are different from our competitors, we will discuss those at length during a call with the prospect and sometimes drop them in an email as well, but never send out a document giving a side by side comparison of us versus XYZ. This typically works in our favor, however a lot of our competitors will send a comparison doc out to prospects in deals we are working, and it's hard for me to say if with our company not doing a similar play, hurts or helps us win deals.

I'm curious to hear if you all are doing something similar to this, or if you are/do have the ability to send out documentation comparing your product to your competitor, and the results around you winning or losing deals based on sending out documentation vs. pure value selling and discussing differentiators on a call.

👑 Sales Strategy

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9 comments

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youKNOW

Politicker

4

Sales Manager

I tend to think that anything "documented" by a company, with regard to what your company can do vs what the competition can't, can end up being pretty messy. What happens if what you send over is wrong (regarding the competition)? Neither you, nor your company want to sound like you're full of sh*t.

For sure, if the customer brings up competition, it's fine to acknowledge them, and to try and qualify them as absolutely best as you can.

BUT...at the end of the day, my belief is that the value that you and your company bring, plus the relationship that you've created with the customer, are what end up netting the deal.

1nbatopshotfan

Politicker

3

Sales

I agree with this. Sending a formal breakdown is a chance for it to be outdated and then you look like you don’t know the market and your competition.

HappyGilmore

Politicker

0

Account Executive

I agree as well, it surprises me when prospects however will lean more towards the rep we go against who sends them a formal breakdown, even if the info on it from their side is completely outdated.

HappyGilmore

Politicker

0

Account Executive

I agree with this, and that's a big reason of why we try to avoid it within our sales org is to make sure that we're selling value first and foremost and conveying that to the customer.

RunDownTheStairs

Opinionated

2

Enterprise Account Executive

It's more about aligning your competitive differentiators directly to their current state pain. Sell your differentiators as the future state. If your competitor just sends a list of all things that they do that you don't, use that against them. Ask the prospect how important those parts are. Always tie it back to how the customer wins, not just how you win.

HappyGilmore

Politicker

0

Account Executive

Love it and agree with all these points, that's the end goal is to tie it to how the customer wins. Thanks for sharing these points!

CuriousFox

WR Officer

1

🦊

I don't speak of the competition.

Sniper

Valued Contributor

0

Enterprise Account Executive

The sales rep

GDO

Politicker

0

BDM

I try not to speak about the competition.

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