Beyond the Sales Process

STRATEGY 7

Position the Fit: Competing for Customer Mindshare

In Section I, you learned how to research your customer and elevate the conversation, focusing largely on possibilities and building a vision of success. In this section, through your discovery, you’ve gained a thorough understanding of the external drivers, business objectives, and internal challenges that are impacting your customer. And through your alignment, you’ve connected your company’s resources to your customer’s team and worked to establish trust and credibility, paving the way for creating and co-creating value.

With positioning, the battle for customer mindshare begins. It’s going to be a struggle, because you and your competitors all want the same thing: to maximize the ...