One the most effective competitive displacement strategies available to you is to make the case for change.
If your dream client could produce better results by doing what they are currently doing, they’d already be producing those results. If your competitor was aware of what they could be doing to help produce those better results–and if they cared enough to do so–they’d have already initiated those changes.
When people need things to be better than they are, they are looking for change. They want a different result, and when they are serious about that change and ready to act, they make changes that allow them to do something better. This is when your dream client is most susceptible to change and your competitor is exposed to being displaced.
But this isn’t about your competitor. It’s about you. What do you do when you are exposed to the risk of being displaced to the message of “Why change now?”
I have written about the need to go from quarter to quarter, and year to year, always creating new value. You don’t counter a “Why change now” strategy with a “Why you should stay us with us” message.” You protect yourself from that threat with a “Why we need to change” message.
The difference here is one of being reactive, on your back foot, trying to defend yourself from the knock out punch, or one of being on your front foot, being the effective aggressor, initiating change, never resting on your laurels, and dealing with the threat of complacency so you don’t have to deal with the losing a client.
When you initiate change, creating the next plan for improvement and making changes on your side, you are protecting yourself from threats. You are also building the new value that creates the case for change, for improvements on your side and your clients, before anything that gives rise to the risk of you losing your client to the “why change now” message.
If you are already recommending change, then you are proactively protecting yourself from downside risks.
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Filed under: Sales Acumen