--- title: Write Your Competitor’s Case | The Sales Blog description: In a legal case, there is a process called discovery. The lawyers for both the client and the defendant must turn over all of the information they have about their case to opposing counsel. It makes it really easy to see the other person’s case. It’s strengths and its weaknesses are exposed completely. Even without […] image: https://www.thesalesblog.com/hubfs/Imported_Blog_Media/shutterstock_76122706.jpg --- ### [Now booking SKO meetings for 2026/27! 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The lawyers for both the client and the defendant must turn over all of the information they have about their case to [opposing counsel](https://www.thesalesblog.com/blog/competitiveness-in-salespeople). It makes it really easy to see the other person’s case. It’s strengths and its weaknesses are exposed completely. Even without a formal discovery process, you know your competitor’s every weakness. You know where you are stronger, where they are weaker, and you know how you beat them when and where you do. You don’t have to [fear](https://www.thesalesblog.com/blog/two-ways-to-never-have-to-fear-your-competition) your competitor, but you must [respect them](https://www.thesalesblog.com/blog/respect-your-competition), lest you [underestimate them](https://www.thesalesblog.com/blog/while-you-were-sleeping-thoughts-on-competition-and-complacency). If you really want to improve your ability to compete and win, you’ll study how your competitor views you. You’ll write your competitor’s case against your product, service, and solutions. #### Competing on Strengths We spend a lot of time and energy studying our competitor’s weaknesses. That energy is sometimes better directed at studying our own competitive disadvantages. If you were your competitor, what would you say were your weaknesses? In what areas is your ability to create value for your dream client limited? If you were your competitor, how would you lay out a logical argument against choosing you, your product, your service, or your solution? This isn’t an exercise designed to make squirm, though it probably will. It’s designed to make you think about how you sell. It is difficult to compete where your competitor is strong and you are weak. It’s far easier to compete where you are strong and where they are weak. But, by looking at your offering from your competitor’s viewpoint, you can start to decide how to mitigate your weaknesses. #### Mitigating Weaknesses There is a difference between being weaker in an area and competing where you don’t really compete. If the area where you are weak and your competitor is strong is the fundamental criteria being used to decide, you shouldn’t be competing, you probably should be [disqualifying](https://www.thesalesblog.com/blog/on-disqualifying-im-just-not-that-in-to-you). The ability to mitigate your weaknesses requires that you lay out a logical case as to why your strengths far outweigh your weaknesses. You can be weaker in some areas and still create far more value than your competitors overall. Is there a reason that you are weaker in a certain area? Does focusing less in this area allow you to focus your time, your efforts, and your energy in an area that is more important to your clients? Is the value you can create in this area so limited that even your best effort there doesn’t really produce or contribute much to the results your clients need? Is a weak area really something that isn’t primary or fundamental to generating results? Do you generate the same result as your competitors by doing [something completely different](https://www.thesalesblog.com/blog/communicate-your-differentiation-strategy)? If you were your competitor, you would frame your offering to highlight your strengths and to expose your weaknesses. Knowing what your competitors are likely to expose as weaknesses means you can address them thoughtfully and honestly. It means you can be prepared to address them and mitigate the case against you. #### Not a Call for Cynicism or Pulled Punches If you sell, you need to be honest and know that you, your products, your services, and your solutions have weaknesses. This shouldn’t make you [cynical](https://www.thesalesblog.com/blog/cynicism-is-a-recipe-for-mediocrity). It should make you thoughtful about how you help your clients, and it should make it easier to compete where you can win. It should make it easier for you to disqualify yourself when your weak areas make it impossible for you to help a client. If the weak areas cause you to lose, instead of being cynical and complaining (or pulling your punches), you should sell the changes that need be made within your own organization. There is no one closer to customers than the sales force, and your feedback can and should shape the company’s future.   ###### Tags: [Sales](https://www.thesalesblog.com/blog/tag/sales) [2011](https://www.thesalesblog.com/blog/tag/2011) Post by [Anthony Iannarino](https://www.thesalesblog.com/blog/author/anthony-iannarino) on May 17, 2011 Written and edited by human brains and human hands. ![Anthony Iannarino](https://www.thesalesblog.com/hubfs/ai-blog-profile-crop.jpg) Anthony Iannarino is an American writer. He has published daily at [thesalesblog.com](https://www.thesalesblog.com) for more than 14 years, amassing over 5,300 articles and making this platform a destination for salespeople and sales leaders. Anthony is also the author of four best-selling books documenting modern sales methodologies and a fifth book for sales leaders seeking revenue growth. His latest book for an even wider audience is titled, The Negativity Fast: Proven Techniques to Increase Positivity, Reduce Fear, and Boost Success. Anthony speaks to sales organizations worldwide, delivering cutting-edge sales strategies and tactics that work in this ever-evolving B2B landscape. He also provides workshops and seminars. Connect with Anthony on LinkedIn, X or Youtube. You can email Anthony at [iannarino@gmail.com](mailto:iannarino@gmail.com) [Follow me on my website](https://www.thesalesblog.com/anthony-iannarino) [Follow me on Facebook ](https://www.facebook.com/thesalesblog) [Follow me on LinkedIn ](https://www.linkedin.com/in/iannarino/) [Follow me on Twitter ](http://www.twitter.com/iannarino) [![AISA-square-ad-SKOs-26-27](https://www.thesalesblog.com/hs-fs/hubfs/AISA-square-ad-SKOs-26-27.jpg?width=400&height=400&name=AISA-square-ad-SKOs-26-27.jpg)](https://www.thesalesblog.com/authority) [![ai-cold-calling-video-sidebar-offer-1](https://www.thesalesblog.com/hs-fs/hubfs/ai-cold-calling-video-sidebar-offer-1.jpg?width=318&height=179&name=ai-cold-calling-video-sidebar-offer-1.jpg)](https://www.thesalesblog.com/free-cold-calling-video) ![salescall-planner-ebook-v3-1-cover (1)](https://www.thesalesblog.com/hs-fs/hubfs/salescall-planner-ebook-v3-1-cover%20(1).jpg?width=768&height=994&name=salescall-planner-ebook-v3-1-cover%20(1).jpg) ### Free Sales eBook: Sales Call Planner Planning your sales call improves the likelihood of making a successful call, and it demonstrates to your dream client your professionalism. 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What we’re doing right now **is working**, even in this challenging economy. **Would you like some help?** [![Solve for Sales](https://no-cache.hubspot.com/cta/default/2922376/d3a4938b-2008-4a27-8b44-7b2223f6d035.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/d3a4938b-2008-4a27-8b44-7b2223f6d035) ### Join my Weekly Newsletter for Sales Tips Join 100,000+ sales professionals in my weekly newsletter and get my *Guide to Becoming a Sales Hustler* eBook for FREE! --- ```json { "@context" : "http://schema.org/", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Anthony Iannarino" }, "dateModified" : "2024-09-11T11:53:30 AM", "datePublished" : "2011-05-17 21:30:10", "description" : "In a legal case, there is a process called discovery. The lawyers for both the client and the defendant must turn over all of the information they have about their case to opposing counsel. It makes it really easy to see the other person’s case. 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