Competitors catch up to your solutions. When they do, your “unique” differentiators won’t hold up.
Marty Mercer stops by the podcast to provide tips on steering a buyer’s solution requirements away from your competition (including an impending “do nothing” or “no decision”).
He teaches how to effectively prepare for conversations around decision criteria, so you can build out a list of buyer solution requirements that will validate a premium price. He also covers what to do when a customer shares a capability that you know your solution is at a disadvantage for.
This episode is one of those that you’ll want to save and come back to time and again for a refresher when you’re up against challenging competition or need a solid win.
Here are some additional resources on influencing customer requirements:
- Navigating the Decision Process with Multiple Buyers [Podcast]
- https://apple.co/3tiTSFI
- How to Ask Trap Setting Questions
- https://bit.ly/2Qf6gYx
- Prepare and Practice to Confidently Execute Sales Calls [Podcast]
- https://apple.co/3mHNcyc
- Front-line Manager Coaching Resources 
    - https://bit.ly/3g7eooT
Check out this and other episodes of The Audible-Ready Podcast at Apple Podcasts, Spotify, or our website.