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A mousetrap makes a great analogy when it comes to understanding how to protect your deal by setting traps for your competition. (Trap setting is an advanced selling skill that must be employed with the highest degree of professionalism and integrity.)
I recently ran a workshop for a software client entitled, "How Winners Compete." In the session we covered a number of strategies, counterstrategies, tactics and counter tactics, all of which, when used appropriately, would provide my client's sales teams with new levels of competitiveness.The first counter tactic we discussed was trapping a competitor's behavior or action. I asked the team to describe what must be considered for a mousetrap to get the job done. I got some insightful responses:
Once we had gone through this list, the team was ready to begin considering how they might trap their competition.
Setting a Trap
In any situation where you need to trap a competitor's actions, behavior, or practices, you'll first have to determine if what you expect them to do is trappable. Using the mousetrap model, consider what they will do, when they will do it, what might be done to catch them, the potential risks for you, the rewards for stopping them in their tracks, the timing, and whom you can count on in the account to help you (if help is required), among other things. This process can be used no matter what you are selling in any industry. As you read through this example, envision how you would set a trap for a competitor in your own situation.
One of my
Dave Stein, after 25 years in sales leadership positions and delivering his own sales training and consulting worldwide, founded ES Research Inc. ESR offers independent, authoritative advice on Sales Training and Consulting and the Companies that provide it through weekly briefs, in-depth reports, online seminars and advisory services. For more information go to www.ESResearch.com or call 508.313.9585
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