The competition includes any person, vendor, or internal initiative that’s vying for the same budget or resources as your solution.
Understanding the Four Faces of Competition
Each type of competition requires a unique strategy to overcome.
Golden rule of sales: Never badmouth your competition.
Having a smart competitive strategy is essential—but directly criticizing a competitor is not only unprofessional, it weakens your position. Focus on value, not on tearing others down.
1. Rival Solutions
These are your direct competitors—other vendors offering similar products or services. Differentiate by aligning your solution with the buyer’s specific needs and business outcomes.
2. Other Projects
Budget and resources are limited. Sometimes, you’re not just competing with other vendors, but with completely different internal initiatives that the organization is considering prioritizing.
3. Internal Build
The organization may consider building a solution themselves. In this case, highlight the risks, costs, and time commitment of a DIY approach compared to your proven, ready-to-implement solution.
4. Inertia (Status Quo)
One of the most underestimated competitors: doing nothing. Many deals are lost to inaction. You need to clearly define the cost of inaction and the urgency of solving the problem now.
Strategic Approach to Competition
A strong competitive strategy positions you to lead, not react.
To build a winning approach, consider your competition from three key angles:
1. Political
Who within the customer’s organization is advocating for the competition? Identify internal alliances and influencers, and work to shift or neutralize their impact.
2. Technical
How does your solution align with the technical elements of the customer's Decision Criteria? Emphasize how your offering meets or exceeds those requirements.
3. Commercial
How are you clearly communicating the unique business value of your solution? Equally important—are you highlighting the cost of not choosing you? Your ability to make the commercial case compelling can often be the deciding factor.


Competition and Your Sales Process Flow
Snapshot of Sales Phases:
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Initial Stage: Is there any competition present? Who are the contenders?
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Development Stage: What is our competitive strategy? Is it proving successful?
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Final Stage: Are we the leading solution? Have we earned the preference?
Overview of Competition
Competition in sales goes beyond just direct rivals offering similar solutions. It can also involve internal stakeholders vying for the same resources, whether to develop a solution of their own or invest in addressing another business challenge.
Given this complexity, it’s crucial to swiftly identify who your competition is and understand the Political, Technical, and Commercial dynamics surrounding them.
Once you know who you're up against, the next step is demonstrating why your solution is the superior choice.