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The Intelligence You'll Need

Competitor Positioning

The Situation:
Your sales force competes head-to-head with competitors for every account (there are no uncontested wins in your business). Because of this intense competition, it is essential for the sales force to approach clients and prospects armed with an arsenal of competitor intelligence. They need to understand what the competitor is offering, how it positions that offering, and how their own service stacks up against it.

Intelligence You Need:

• product descriptions
  • features
  • benefits
  • advantages
• sales messages/emphasis
  • technology
  • customer service
  • quality
  • price
  • expediency
  • breadth/comprehensiveness
  • specialization/expertise
• company image
  • professional/businesslike
  • renegade/creative
  • chameleon/flexible
  • partner/invested
• pricing
  • structure (hourly rates, flat fees, extras, expenses)
  • incentives/volume discounts
  • strategies: "buy" the business, bait and switch, other