The Secrets of Selling: How to win in any sales situation

Chapter 14. Tips on beating the competition

• What buyers are looking for

• Avoiding the biggest waste of a salesperson’s time

• Four general rules for competitive situations

• Timing your visits when you are part of a formal bid process

• The waiting room

	‘Competition brings out the best in products and the worst in people.’
	--David Sarnoff (1891–1971), technology champion and corporate executive

If you want to beat the competition the place to do it is inside the buyer’s mind.

What are the buyers looking for?

Actually, it is quite simple. Buyers are usually balancing just three factors when they make their decisions:

• Their primary concern is usually that they want a good quality product or service. For example, a well-written legal document or a well-built IT ...