Chances are you have been paying attention and know who your competitors are. But when you’re talking with a prospect, working toward closing a sale, do you know who your competition is?
My friend, Sridhar Ramanathan, gives advice about Competing against Mr. Do Nothing. He points out that often doing nothing is the competing alternative when you’re trying to make a sale. Citing data from Clayton Christensen‘s The Innovators Dilemma, he says that “for some customers an 80% solution meets 100% of the need. The 80% solution may be doing things the way they are done today even if it’s manual, error prone, inconvenient, painful, inefficient, costly, etc. This is home territory for Mr. Do Nothing since the pain isn’t perceived as great enough to justify change and to buy a new solution.”
Two keys to selling against Mr. Do Nothing are qualification and advocacy. Sridhar’s tips on Qualification go beyond the basic Sales 101 instructions to know if the prospect has a budget for the purchase and when they plan to buy. He lists 4 key questions you should resolve in order to understand your chances against Mr. Do Nothing:
Advocacy simply means understanding who in your prospect’s organization can influence the sale and how much they may have to win or lose by your solution.