Blow Away The Competition!
How To Outsell Your CompetitORS

by Tom Komer & Buster Brown




Do You Compete Like Golf or Tennis?

How do you sell competitively? Like a golfer or like a tennis player?

Competition is a constant in selling. Yet, very few salespeople, even the most experienced, employ strategies to directly counter the competition. Part of the reason for their hesitancy is that many salespeople really don’t know that much about their competitors. And, even if they do, they are often afraid of making a frontal attack because the customer might view these sales reps as ‘dirty players’ or ‘slamming the competition’ or ‘being unethical’.

If they consider the competition at all, these sales reps often try to subtly undermine the ‘enemy’ by emphasizing key values of their own offerings in the hope that the customer will see the obvious differentiation. We call this ‘playing golf’ because it’s a soft kind of competing. It’s a ‘gentlemanly’ approach. Unfortunately, what is obvious to these sales reps may not be so obvious to the customers. These ‘golfers’ take a big risk that the differentiation will not be seen or understood or properly valued by the customer.

Is That Really the Way You Want to Sell?

Or, would you rather ‘play tennis’ where you hit winning smashes to your opponent’s weaknesses. Now, that’s a game which recognizes the reality of the situation...three dimensions: you, the customer and your competition.

We prefer this more assertive style of competing where you exercise far more control over the selling process. It’s a serious view of the competition and stresses a proactive strategy of competing effectively.

We don’t advocate slamming the competition. Nor do we advocate exaggerating or lying. What we advocate is being the complete consultant. We want you to tell the customer the facts that your customer needs in order to make a fully informed business decision, and to do it in such a way that the customer has no doubt as to how you, your company and your offerings are differentiated from the competition.

A No-nonsense Book Filled with Practical Techniques

Learn how to sell like playing tennis. Take it to your competition, directly, assertively and professionally. Start by reading this fast-paced and practical guide on how to outsell your competition.

Table Of Contents

Chapter 1: Selling Is A Three-Way Game

Chapter 2: Being A Consultant

Chapter 3: It’s Very Situational

Chapter 4: Landmines

Chapter 5: Putting It Into Action