How to Handle Increased Sales Competition
We know from leadership simulation assessment data that sales competition is fierce. Sales leaders tell us that markets are crowded, buyers are more informed, and the rate of innovation is increasing. They also tell us that they need their sales reps to be able to better handle increased sales competition.
7 Steps to Handle Increased Sales Competition
Instead of seeing increased sales competition as a threat, high-performing sales teams see it as an opportunity to refine their strategies and differentiate their offerings. Here’s how your sales team can rise above the competition:
- Deepen Customer Understanding
We know from solution selling training that generic sales approaches no longer work. To stand out, sales teams must invest time and energy to understand what matters most to their customers.
Leverage customer data, conduct research, and engage in meaningful conversations to uncover what your ideal target clients care most about. Only then can your sales team offer personalized solutions.
Do you know what matters most to your customers? - Differentiate with Customer-Centric Value
customers have choices. Focus on differentiation through a compelling and unique value proposition. Have clear answers to:
— What unique benefits does your product or service provide?
— How does it solve problems better than the competition?
— What makes it highly relevant to your buyers’ most pressing concerns?
— How can buyers trust that you can deliver on your promise?
Then equip your sales team with the marketing collateral to succeed — e.g., client case studies and testimonials — that substantiate the value of your solution.
What makes you better, faster, and cheaper than all the available alternatives? - Enhance Sales Skills and Training
To stay ahead of the competition, sales professionals must sharpen their skills continuously. Invest in ongoing business sales training that emphasizes proven success areas such as: getting assess to decision makers, adding customer-centric value, being consultative, handling objections, presenting to win, and negotiating win-win agreements. Focus on customized training programs, performance coaching, and reinforcement that focus on sales management and the key sales scenarios that matter most for your unique sales strategy and marketplace realities.
Does your sales team have the confidence and capabilities to meet aggressive sales targets? - Leverage Competitive Intelligence
Understanding your competitors is sometimes just as important as knowing your customers. Have a plan to stay informed about competitive strengths, weaknesses, pricing strategies, and market positioning. Arm your sales team with insights into how your offerings compare and develop strategic talking points that address potential objections head-on.
Can your sales team articulate why your solution is the superior choice? - Strengthen Current Customer Relationships
Loyal customers are often the best defense against increased competition. Sales teams should focus on building strong, long-term, and mutually beneficial partnerships by adding value in every step of the relationship. Create a customer account plan to reinforce your strategic partnership and reduce the likelihood of switching to competitors.
Do your clients feel valued enough to stay with you? - Adopt an Ownership Mindset
Top sales teams position themselves as market leaders, not followers. Encourage your team to anticipate industry trends and identify emerging customer needs. The goal is to ensure that your team does not get caught having to play catch-up.
Is your sales team adopting an ownership mindset? - Create a Culture of Resilience and Adaptability
Increased competition can be stressful. Resilient sales teams thrive under pressure. Encourage a growth mindset and foster a high performance sales culture that values adaptability, continuous improvement, and collaborative problem-solving.
Does your sales team embrace challenges with confidence?
The Bottom Line
How a sales team responds to increased competition determines success. The most successful sales teams don’t just sell — they strategically lead, innovate, and add value. How does your sales team stack up?
To learn more about how to handle increased sales competition, download How to Optimize Your Sales Force in the Face of Increased Performance Pressure