The Audible-Ready Sales Podcast Going After Incumbent Solutions
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Jan 2, 2024 This episode covers how to target the right accounts and use differentiation to tackle incumbent opportunities. It also discusses the importance of understanding the customer's perspective and articulating differentiation. Additionally, it explores strategies for orchestrating pilot projects, validating solutions, and strategically unseating incumbents.
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White Space Was Competitor Opportunities
- John Kaplan describes a year where focusing on competitive installs became his biggest year at the company.
- His manager framed competitors' customers as 'white space' and helped build a plan to win them over.
Start With ICP And Focused Discovery
- Match target accounts to your Ideal Customer Profile before pursuing incumbents to ensure relevance.
- Prepare discovery that maps customer problems to your differentiation and engage champions and economic buyers.
Use Gentle Discovery To Expose Pain
- Ask non-threatening questions about what they like most about their current vendor to surface honest feedback.
- Use empathy, listen, and be ready with four essential questions about problems, specifics, differentiation, and proof points.