Sell Against Guides

• 'Sell Against Guides' are based on an analysis of in-house (secondary) and new (primary) competitor information.
• The Guides effectively convert competitor information into intelligence in a scientific fashion, for deployment by the entire sales team to gain more new business.

Methodology

• Facilitated meetings identify information gaps - which are then filled by deploying proven strategic and tactical CI methodologies.
• The facilitated sessions identify current competitive strategy and sales approach, perceived Unique Selling Points, Key Selling Points, current 'Sell Against' practice, and an analysis of significant wins and losses.
• Involvement of both the senior management team and the sales team in the production process of the guides ensures subsequent 'buy-in'.
• All recommendations in the Guides are based upon a strategic understanding of the market and the political, economic and social environment.

Benefits

• The Guides focus companies in understanding the reality of their current competitive position, allowing them to exploit strengths, improve weaknesses - all in advance of the pitch.
• Using a product/service matrix the Guides examines in detail competitors' sales processes and assesses the level of threat posed by each competitor.
• The outputs are designed to be sales team user friendly and are formatted as:
  
• Sell Against Guides 'by competitor'
• Sell Against Guide 'by product/service'
• A page of 'Silver Bullets' - key selling points to be used when selling against specific competitors.
• One page 'Battle Cards' providing an overview of an individual competitor's relative strengths and weaknesses vs. the client and an overview of the benefits and features of competitors' products vs. the client.