Competitor Analysis

To sell in a competitive environment your sales strategy must include focusing the topics of conversation in areas where you are strong, the competitor is weak, and the customer has needs. This book helps you answer the questions, "What makes you different?" and "Why should I buy from you?"

The competitor analysis structure allows you to quickly identify areas where the prospect is most likely to have problems with current suppliers and it pre-alerts you to the objections you'll get (spoken or not) when up against any specific competitor. When you know the objections, you can develop prevention, preemption and response strategies.

Learning Objectives:

• Differentiate three types of competitor analyses: Business, Marketing and Sales.
• Develop matrix listing competitors by competitive products/services.
• Develop a competitor analysis for your use.
• Identify and counter-balance potential objections
• Discover areas of potential customer problems that only you can solve and that are potential areas of dissatisfaction with the current supplier
• Differentiate "commodities" by things other than the commodity
• Define Unique Selling Points (USP) and Distinctive Selling Points (DSP).
• Determine the relationship between USP/DSPs and Features, Advantages and Benefits (F.A.B.s)