Build your own solution-only attack the enemy when he gets in your way. Try not to be distracted, or forced into a series of reactive moves, by a desire to beat your competitors. Your aim should be to implement your own solutions – the “game plan” you developed earlier in the campaign, and then refined through interaction with your prospects and clients. Your approach must be environment-centric and client-centric rather than competitor-centric. Remember, you are not creating value for prospects and clients by competing with your competitor.

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