How To Challenge Your Competitors And Win New Business
Business presenting is a lot like professional sports
. To challenge your competition, you must know everything about your opponent. How can you go into each presentation as prepared as a prize athlete? Find out here.
In sports, information about your competition is often readily available. You can find out just about everything online. Check out your competition by tracking previous scores, watching videos, and getting the scoop on your opponents strengths and weaknesses.
But in business presentations, you may not have these options. Heres how to gain exceptional presentation skills by training yourself. Follow these 6 steps to instantly gain a competitive advantage and win new business.
1.Read Their Blog
One of the fastest ways to understand your competition is to read their blog. But dont just read to understand the content. Look deeper. Look at the hidden beliefs.
Does your competition believe they have the market in a bag? Are they arrogant and self-assured? Are they rehashing old content or staying on a cutting edge?
2.Review Descriptions
Put yourself in your customers shoes. Look at the descriptions of products, services and trainings. Do the descriptions sound unique? Or do they sound like last year's worn out conference blurbs?
Are you looking at a large global organizationor a mom and pop outfit? Imagine youre reading from a clients perspective. What are your expectations after reviewing the material?
3.Identify Assumptions
Now, step back. What are the hidden assumptions? This often comes as an intuitive hunch or feeling. Trust your gut emotions on this one. What does your competition assume?
4.Clarify Whats Missing
With all the investigation from Steps 1-3, you have a wealth of insight. This is the critical step. What is missing?
If all your competitors sound like they are eating the same cheese and talking the same talk you have a huge opportunity.
You can spot whats missing.
Picture for a moment a screen. All the lights are lit up on one side of the screen. Hmmm. That means theres a whole lot of opportunity to bring light to the dark part of the screen.
5.Leverage Your Strengths
The best brands are best because they are rooted in core strengths. If youre a rebel at heart, be rebellious. If youre innovative, feature that. If youre stead and reliable, emphasize that.
There is only one thing not to do. Dont try to be all things to all people. Thats a recipe for failure. Use your strengths and youll have more funand more success.
6.Be The Missing Link
Fill in the blanks here. How can you leverage your strengths towards the missing link in your market? This is where youll be authentic, be yourselfand provide your customers with exactly the thing theyve been craving.
Heres the beauty of this method. It works at a micro and macro level. If you do this for your brandyoull come out a winner. If you apply this to your pre-sales and sales consultations, customers and prospects will recognize the difference.
Looking for the best place to start? Focus on practical and urgent projects. These are terrific opportunities.
Pick a presentation that you already have on the calendar. Choose one that is coming up too fast. Organize your ideas and follow these 6 steps. Youll think differently, plan differently and come out miles ahead of your competition.
Plus, theres an added benefit. Youll stay agile, flexible and fresh in your approachwhile completing your project ahead of schedule.
If you are happy with how things work out, share this method with your team. If you feel things could be improved, work in a collaborative method with your colleagues to gain a significant
competitive advantage.
by: Milly Sonneman
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