Readying The Sales Team For Competition

January 1st, 2018

Summary

Performing a competitive assessment builds the foundation for a competitive sales strategy. Winning strategies focus on the buyer, not the competition. Ensuring that the team is equipped with the selling skills necessary to execute on a high level is essential for strategic success.

In the recent reports “Attacking The Competition: Winning Strategies” and “Playing Defense: Winning Competitive Tactics,” we discussed how marketing can help create growth and improve retention through “attack” and “defend” programs. In this report, we present effective strategies for reps to employ when actively engaged with buyers in competitive selling situations and discuss the knowledge, processes, skills, and tools required to prevail when selling against the competition.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.