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Why Your Competitors Are Winning Your Deals
The uncomfortable truth about why you're losing
Sales Systems
March 27, 2025
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Why Your Competitors Are Winning Your Deals
The uncomfortable truth about why you're losing
You've done everything right—uncovered needs, demonstrated value, built rapport, and yet somehow, the deal slipped away. Again. While it's tempting to blame price or product limitations, our research reveals a more uncomfortable truth: 68% of lost deals have nothing to do with your offering and everything to do with how you're positioning it against the competition.
The elite performers in our network approach competitive selling with a sophisticated strategy most salespeople miss entirely. They recognize that directly attacking competitors creates a defensive prospect who feels their initial research is being criticized. Instead, top sellers reframe the conversation around decision criteria the prospect hasn't fully considered—criteria that happen to favor their unique strengths.
Most revealing is how these sales masters handle the "we're considering your competitor" moment. Rather than launching into a feature comparison, they pause to understand the prospect's attraction to the alternative. This insight allows them to gracefully shift the conversation toward overlooked factors that matter more than whatever initially drew the prospect to the competition.
The sophistication extends to timing. Average sellers wait until they're directly asked about competitors before addressing differences. Top performers proactively inoculate prospects against competitive claims before they're even raised, strategically highlighting potential misconceptions without naming competitors directly. This creates a psychological filter through which all competitor claims are subsequently evaluated.
YOUR NEXT STEPS: MASTERING COMPETITIVE POSITIONING
Identify your three most significant competitive differentiators—not features, but meaningful value distinctions that impact customer outcomes.
Create a "reframing guide" for each major competitor that shifts evaluation criteria toward your strengths without directly attacking them.
Develop subtle "inoculation" language that helps prospects recognize potential pitfalls in competitive offerings before they're mentioned.
