CHAPTER 
Resilience Rx: Sluggish Sales and Competitive Crush
Competitive crush is a term we use when a new (or sometimes existing) competitor has surged powerfully into the marketplace. For the business under threat, it feels like the competitor swooped out of left field. It sees the competitor raiding its top performers and key customers like an unstoppable force of nature.
In this instance, our client hadn’t anticipated the potential threat, and it crushed their confidence. Salespeople were disheartened and discouraged, and market share eroded overnight. It was a total threat to survival, and everyone was in Critter State.
ASSESS: WHAT WE FOUND ...
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