Sales and Business Strategy

1. 1
Do you know
your
Universe?
Are you facing Hyper-competition?

2. Assignment
• Who are the Top 5
competitive threats in
your service area?
• Why are they so big a
threat?
• How do you reduce the
threat?
• Set up a team to;
• Gather Information
• Analyze your space
• Evaluate
• Measure
• Game Plan
2

3. 3
Key sources of information
• Web Sites
• Competitive intelligence
• Internal data base information
• Past Plans
• Lost Business
• New Business

4. 4
Identify the Competition
• Declare your territory
• Is that what you thought?
• How many vendors are in your space
• What kind of enterprises are you competing
against?
• Stack Rank the businesses
• Determine market share (You/Them)

5. Outlining the Competition
SET UP A MARKET PERSPECTIVE
• National Presence
• Regional Player
• Niche Market Business
• Product
• Service
• Non-Traditional
• Strategy
KEY COMPETITIVE INSIGHTS
• What is their go to market strategy?
• Identify their services, price
strategies, unique products
• Map their breath of service
• 1-2 Slides per Vendor
5

6. 6
What are the Results?
• Where have you won?
• Where have you lost
• Who are you going after today?

7. 7
How do you reduce the threat?
• Do not under-estimate competition
• You can’t rationalize lost work
• Create tactical strategies to go on the offense
and create havoc with competitors that are
doing the same to you
• Change pricing tactics-raising or lowering prices
to be less predictable
• Know your targeted contract expiration dates

8. 8
How do we reduce the threat?
• Know your targeted contract expiration dates
• Re-develop your program summary
• Make sure you are well versed
• Talk track (Presentation)
• Discovery (Sequence to look at all opportunity)
• Proposal Outline
• Actual field follow-up
• Identify and pursue high-density locations/opportunities

9. 9
Protect your base
• Improve account ownership
• Analyze your frequency of visitation
• Log key discussion points
• Develop a Business Review proposal document so that
you are:
• Benchmarking and tracking key performance
• Have up date contacts at all levels of management
• Insure you are working an agreed upon game plan with your
customer
• Deliver what you promise

10. 10
Summary
• Improve your process
• Get strategic
• It is getting to the end of the year,
maybe a good time to review?
• Ask yourself if you know your
universe better than your
competition
• If you do, you will improve your
likelihood of success