The Audible-Ready Sales Podcast Pursuing a Competitive Account
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May 14, 2024 John Kaplan, an expert in overcoming competitors in deals, discusses approaching accounts with embedded competition, honest discovery processes, strategic discounts, building champions in competitive accounts for an edge. Topics include navigating challenges, effective outreach strategies, competitive pricing strategies, enhancing relationships with champions, and strategic approaches to pursuing competitive accounts and new logos.
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Turning One Win Into Regional Momentum
- John Kaplan unseated a major competitor at Xerox by mapping buying processes and finding an influential "kingpin" buyer.
- Winning one campus created momentum that led to the largest income year of his Xerox career.
Ask Open Discovery, Not Defensive Questions
- Ask about what the customer likes about their current solution and then probe for specific problems with examples and impacts.
- Avoid forcing them to defend their incumbent; treat it like a normal discovery call and be patient.
Use Strategic Discounts To Get A Footing
- Consider offering a purposeful, time-limited discount to earn a customer's business and prove results as a proof point.
- Use the discount only to enter the relationship and require permission to use the customer as a case example if results are achieved.