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How To Challenge Your Competitors and Win New Business
| Guest post by: Milly Sonneman |
Article Overview: Business presenting is a lot like professional sports. To challenge your competition, you must know everything about your opponent. How can you go into each presentation as prepared as a prize athlete? Find out here.
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Free Download - 7 Insider Secrets For Killer Sales Presenting By Milly Sonneman |
How To Challenge Your Competitors and Win New Business
Business
presenting is a lot like professional sports. To challenge your competition,
you must know everything about your opponent. How can you go into each
presentation as prepared as a prize athlete? Find out here.
In sports,
information about your competition is often readily available. You can find out
just about everything online. Check out your competition by tracking previous
scores, watching videos, and getting the scoop on your opponent’s strengths and
weaknesses.
But in
business presentations, you may not have these options. Here’s how to gain exceptional
presentation skills by training yourself. Follow these 6 steps to
instantly gain a competitive advantage and win new business.
1.
Read
Their Blog
One of the
fastest ways to understand your competition is to read their blog. But don’t
just read to understand the content. Look deeper. Look at the hidden beliefs.
Does your
competition believe they have the market in a bag? Are they arrogant and
self-assured? Are they rehashing old content or staying on a cutting edge?
2.
Review
Descriptions
Put yourself
in your customer’s shoes. Look at the descriptions of products, services and
trainings. Do the descriptions sound unique? Or do they sound like last year's
worn out conference blurbs?
Are you
looking at a large global organization—or a mom and pop outfit? Imagine you’re
reading from a client’s perspective. What are your expectations after reviewing
the material?
3.
Identify
Assumptions
Now, step back.
What are the hidden assumptions? This often comes as an intuitive hunch or
feeling. Trust your gut emotions on this one. What does your competition
assume?
4.
Clarify
What’s Missing
With all the
investigation from Steps 1-3, you have a wealth of insight. This is the
critical step. What is missing?
If all your
competitors sound like they are ‘eating the same cheese’ and ‘talking the same
talk’ you have a huge opportunity.
You can spot
what’s missing.
Picture for a
moment a screen. All the lights are lit up on one side of the screen. Hmmm.
That means there’s a whole lot of opportunity to bring light to the dark part
of the screen.
5.
Leverage
Your Strengths
The best
brands are ‘best’ because they are rooted in core strengths. If you’re a rebel
at heart, be rebellious. If you’re innovative, feature that. If you’re stead
and reliable, emphasize that.
There is only
one thing not to do. Don’t try to be all things to all people. That’s a recipe
for failure. Use your strengths and you’ll have more fun—and more success.
6.
Be
The Missing Link
Fill in the
blanks here. How can you leverage your strengths towards the missing link in
your market? This is where you’ll be authentic, be yourself—and provide your
customers with exactly the thing they’ve been craving.
Here’s the
beauty of this method. It works at a micro and macro level. If you do this for
your brand—you’ll come out a winner. If you apply this to your pre-sales and
sales consultations, customers and prospects will recognize the difference.
Looking for the
best place to start? Focus on practical and urgent projects. These are terrific
opportunities.
Pick a
presentation that you already have on the calendar. Choose one that is coming
up too fast. Organize your ideas and follow these 6 steps. You’ll think differently,
plan differently and come out miles ahead of your competition.
Plus, there’s
an added benefit. You’ll stay agile, flexible and fresh in your approach—while
completing your project ahead of schedule.
If you are
happy with how things work out, share this method with your team. If you feel
things could be improved, work in a collaborative method with your colleagues
to gain a significant competitive advantage.
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About the Author: Milly Sonneman RSS for Milly's articles - Visit Milly's website Click here to visit Milly's website   Frustrated With Snoozing Audiences Business Presentation Tips Focus Attention and Get Results 4 Myths That Sink Most Sales Presenters Business Presentations How Boring Are You How to Drive More Business With Presentation Skills Training |
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