In Eat Their Lunch: Winning Customers Away from Your Competition, I wrote about the four levels of value: Level 1: the value of your product, Level 2: the value of the experience, Level 3: the tangible result you produce, and Level 4: your ability…Continue Reading
I am fascinated by football. I am spending more time watching games (both college and professional), and I am reading and studying to understand how championship teams are built—and sustained over time.
Football is an excellent metaphor for the…Continue Reading
For the last couple years, people who live outside the United States have complained to me that my books are not made available in their countries. The reason the…Continue Reading
There is a type of displacement outside of removing your competitor that is equally—and in some cases—even more difficult to execute. It’s trickier, and sometimes even more political. The displacement I am referring to here is the…Continue Reading
As I was writing Eat Their Lunch: Winning Customers Away from Your Competition, I realized something about salespeople and their view on competition.
First, some make far too much about their competition, spending too much time worrying about…Continue Reading
It is easy to believe that you are going to win the big deal you are pursuing. There is evidence available to you that supports this belief. For example, the contacts with whom you have met all agree that your solution is very good and that it is…Continue Reading
One of the reasons prospecting is so difficult is because most of us swim in Red Oceans, crowded markets with fierce competition (read my new column on Forbes for more on Red Ocean strategy). In the Red Ocean, success requires that you displace…Continue Reading