No salesperson or company is too good

to ignore competition

To sell into a crowded market, you must study your competition.  All competition. Even those competitors who seem too distant to ever become a real threat.

In sales training sessions, I promote the idea that both a company and each individual salesperson must keep an eye on their competition.  Most agree, but once in a while, this concept touches a nerve.

There is normally one or more people in the workshop who disagree.  They claim that they just go out and do their best to serve customers and let the customer decide who to buy from.    And maybe they are right.  Maybe that’s good enough for their sales goals.

However, the problem with this thought process is that it’s thinking like a salesperson and not like their customer.

Listen in to gain insight into how and why each salesperson needs to study their competition!