Selling Against Competition
More than ever before, customers today have alternatives. Every product has its imitators and every customer need has a variety of solutions. To stand out from the crowd a salesperson must understand the competition’s products and approach to the market and have a strategy to gain the advantage. When a market is expanding it attracts more and more competitors to enter that market, making differentiation even more important. When a market contracts defending a share of that market becomes more difficult as the pressure increases on all suppliers.
The Program |
Target Population |
Seminar Length |
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Fido Communications offers Selling Against Competition as a customized, highly interactive experience for any sales force seeking to increase its share of competitive wins. |
Sales professionals with a minimum of a year of selling experience. |
One full day, plus individually completed pre-work – see step 1 below. |
1. Research phase – Beginning 6 to 8 weeks prior to the seminar, salespeople are assigned to research teams to investigate assigned competitors. As a part of on-going daily sales activity salespeople gather specifically targeted information. Fido’s experienced sales productivity consultants provide guidance and monitoring for this phase. This approach to gathering competitive intelligence ensures accurate “field reality” while efficiently sharing the work among those in the best position to do it.
2. Seminar – In a highly interactive seminar salespeople learn strategies for competitive selling and organize competitive information into a powerful tool for influencing the customer’s decision process.
3. Application – Salespeople use the tools created during the seminar, together with a proven customer oriented strategy to maximize the effects of their own product’s strengths and minimize the effect of the competitor’s strengths. As products change and as new competitors appear, portions of the process may be repeated as needed.
n Improve percentage of wins against competitors
n Save salesperson time by efficiently sharing the task of gathering competitive intelligence
n Protect profitability by making price cuts the last resort rather than the first response to the challenge of competition
n Improve customer loyalty through a process of consulting to satisfy needs rather than manipulation
For more information email to Solutions@Fidocommunications.com or call:
Daniel Luckett 914 962 0786
Michael Glyn 212 777 0788