In this episode of Hit Your Numbers, James Bissell and Matthew Terrell dive into a powerful but underused sales technique: competition trap setting. Instead of badmouthing rivals or pushing prospects, James explains how elite sellers guide buyers to uncover risks in competing solutions themselves - shifting you from vendor to trusted advisor.

Drawing on lessons from the new course in the Sales University, they explore how trap setting helps displace status quo, beat DIY solutions, and outmanoeuvre other projects vying for budget. James shares the simple framework for crafting these questions, how to tie them to business outcomes, and why asking them early—and to the right person—can turn your solution from a nice-to-have into a must-buy.

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