“Do It Internally” might be the most frequent competitor you come across. In this economy, you’re probably competing against it more than you are used to with more and more customers l considering a solution in their own company rather than making another purchase. In this episode, John Kaplan discusses how you can fight this increasing tendency. He explains how to:

Prepare for discovery sessions to ensure you get all the information necessary to differentiate against “Do It Internally.”
Prepare trap-setting questions.
Obtain an understanding of the buying company’s political landscape.
Explain the merits of your solution without coming off as superior.

Here are some additional resources:

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Competing Against “Do It Internally”

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