Written by: Vickie Sullivan | July 18, 2019
How to Compete With the Front-runner
We as outside resources usually compete against another option that has direct connections with the buyers. This situation looks formidable because personal experience always has the inside track, right? Not always.
One workaround: Drill down on the current situation. Often, buyers will consider options based on general experience, not on the situation at hand. And that is often where we shine.
Example: I was on a tour through northern Spain. The “premier” tour company was selected because the buyer had used them for a family holiday, and she assumed the company would be a perfect fit for our group. The problem: Itineraries may be similar, but the timing is very different for a trip with more than 20 people. Not knowing that created a lot of logistical snafus.
What if another tour company (referred by another colleague) focused their sales pitch on larger group tours. This distinction shows the difference between the situation and can put a more experienced tour company in the front-runner position.
Listen: How to Find the Ripple Effect
We often face situations where different influencers refer different options. By focusing on the ripple effect between our experience and their situation, we can cut other competitors off at the pass. Try this the next time you have a complex sales situation with multiple buyers and influencers.
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