"There is only one thing that you can focus on to beat your competitor for deals"

"If focusing on your competitor would improve your sales results, it would be worth the time spent talking about them and the emotional energy invested. Your results, however, are not changed by this outward focus on what your competitor does.
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There is only one thing that you can focus on to beat your competitor for deals, and that one thing is you and how you sell.
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You win when you create greater value and justify the delta between your competitor’s price and yours, explaining in a way that is both clear and compelling what they give up by investing less.
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You win when you poison the well by explaining how certain things can’t be done, why they can’t be done, and how there are people who suggest that they can do these things who you follow to pick up the pieces (without naming names, and without any sour grapes).
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You win when you develop the reputation of being a trusted partner, doing the things that you are supposed to do when you are supposed to do them, and how they are supposed to be done.
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None of this has anything to do with your competitor. There is no reason to let your competitor live rent-free in your head, carrying them around with you into every meeting. Instead, decide to be so good that they have to think about how they are going to beat you."

Trechos retirados de "Stop Focusing on Your Competitor"