| Competition is a good thing. It keeps you honest, | | | | was sorely lacking. If you don't know what you |
| professional and requires continual learning to | | | | are selling and why and how, you will never |
| overcome the strategies, techniques and | | | | successfully beat the competition no matter how |
| approaches used by organizations that are trying | | | | strong or weak they are. |
| to take your business or where you are trying to | | | | 3) Make sure you are always dealing with key |
| win new business from them. | | | | decision makers or economic buyers. Too often |
| Too often I hear salespeople complaining about | | | | salespeople hope and wish that tire bottom-up |
| the competition and their "low ball" pricing, less | | | | contact will eventually lead to a sale. Yes, once in |
| than honest approaches or simply their better | | | | a lifetime it can happen but I'll tell you even if and |
| products or services and ability to compete | | | | when it does it could take years. If you don't |
| successfully in a competitive market place. | | | | have the skills, self-esteem, ability or confidence |
| If you have honest and worthy competition this | | | | to call at the highest levels in your prospect's |
| force you to maintain better sales strategies, | | | | organization - get them. |
| more relevant products and services and a more | | | | 4) Keep control of the sales process. Typically, in |
| professional approach to the sales process. So | | | | "bidding" situations this is nothing more than an |
| stop whining if you are in this club and get better, | | | | exchange of paperwork. Most salespeople when |
| wiser and more competent. There are any | | | | asked to bid just throw their credentials, |
| number of things you can do when you face stiff | | | | experience and price into this deep dark hole and |
| competition in your market or territory. I will list a | | | | than pray. Well, let me tell you, prayer is a good |
| few for your consideration. | | | | thing, but it isn't going to close sales for you. |
| 1) Learn everything you can about your | | | | Losing control of the sales process to a |
| competition; their strengths, weaknesses, | | | | competitor for any reason is a sure sign that |
| philosophies, strategies, overall customer | | | | they know how to sell better than you do. |
| satisfaction or lack of it, market positioning | | | | 5) Get better at selling. When was the last time |
| approaches, management tactics, sales | | | | you attended a sales training seminar? Read a |
| representative's tendencies, challenges, | | | | good sales book? Listened to a sales CD? Want |
| shortcomings and ethics, corporate pricing, market | | | | to sell more and beat the competition? Keep |
| and advertising strategies, loopholes in their | | | | getting better. And I don't care how good you |
| products or services, reasons for client or | | | | think you are or how long you have been selling. |
| customer lack of loyalty and anything you can | | | | Want to sell more? Then keep improving, learning |
| learn that helps you better position yourself and | | | | and growing. You can never know enough people |
| your organization in competitive situations. | | | | skills, communication skills, sales skills and attitude |
| 2) Learn everything, and I mean everything about | | | | control skills. |
| your own organization. I can't tell you how many | | | | OK, so now it's your turn. What can you do to |
| salespeople I have talked with, coached or | | | | consistently beat the competition without lowering |
| interviewed whose lack of knowledge of their | | | | price or begging for the business? |
| own products, services, approaches or strategies | | | | |