ghosthippie

SDR Team Lead

Targeting leads from competitors?

Hey ya'll. We've been doing a competitive takeaway campaign for a while now with the ultimate objective of getting users of our competitors to come over and use our tool. I have a solid grasp on what differentiates us from a feature perspective, but anyone have tips on wording for outreach/sequences/talk tracks/etc.?

Ideally I want to keep the focus on the prospects and lead problem-based conversations, but struggling a bit with the best way to kick things off......

🔎 Prospecting

👑 Sales Strategy

☁️ Software Tech

7 comments

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BmajoR

Arsonist

Account Executive

Don't sell against them in a disparaging way. Know your competitors strengths and weaknesses like its your own and sell against their weaknesses. It's a hard task. A lot my sales involve unseating the reigning champion and its definitely an artful dance.

The way I go about it is by focusing on one problem at a time and leverage that in my conversation in a subtle way as if I don't know that they would have that problem, and it usually piques their interest and from that point I can expand on how our solution would solve that issue.

It is difficult but as long as you focus on filling in the gaps, you'll be solid.

ghosthippie

Good Citizen

SDR Team Lead

TY! Appreciate the advice (and inadvertent influence to hit purchase on the crocs i've had in my digital shopping cart for WEEKS).

FromaBlankPerspective

Politicker

District Manager

Like @Opal said, know their weaknesses. Then you can position your questions to poke holes in their experience. Hearing that your competitor has been having service issues? Ask questions around their service experience or share a story about how your clients love the support they get. It gets the point across while taking the high road!

braintank

Politicker

Enterprise Account Executive

I'd also want to know when prospects contracts were up. If someone is 6 months into a 3 year contract I wouldn't want to waste time trying to pick them off.

SaaSam

Politicker

Account Executive

In a past role I went on the competitor's twitter account to see what customers were tweeting at them about since folks don't typically tweet at a company unless it's to complain. Gave me a lot of ammunition to build out a plan of attack.

Ozz

Politicker

Account Executive

We're crushing our competitors in price, features, time to market, and support. It's been incredibly easy to switch over customers and we are doing weekly campaigns against them. Biggest things to focus on are your competitors weaknesses and how you can help them future-proof their business. In addition, you need to have conviction why your solution is way better and also provide solid references of clients you've switched in the past. All these competitor switches are qualified customers so there's not a lot of problems as long as you provide the most value and be a strategic partner to them. Hope this helps.

Justatitle

Big Shot

Account Executive

I love going against our legacy competition because I know right where to hit them. “ I usually help organizations like yours with xyz. Not sure if this resonates with you but would love to open a conversation.”

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ghosthippie

Targeting leads from competitors?

7 comments

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