The Audible-Ready Sales Podcast Tackling the Competition
Mar 12, 2024
Patrick McLoughlin, seasoned B2B sales leader known as Paddy Mac, draws on field experience in competitive positioning and renewals. He discusses preparing as if rivals will fight, defining and embedding clear differentiation, gathering account intel through trust, asking discovery questions to reveal competitors, and treating renewals like fresh opportunities.
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Protein Bars Reveal Economic Buyer Logic
- Patrick McLoughlin measured costs shopping for protein bars to illustrate how economic buyers always measure money and ROI.
- He compared buying decisions to B2B procurement where economic buyers ask who else was evaluated and mitigate risk before signing.
Embed Your Differentiation Early
- Expect competitors to show up and proactively get your differentiation into the customer's decision criteria early in the cycle.
- Use your sales strategy to make what separates you from rivals top of mind before they can change the game in their favor.
Build a Preemptive Competitive Point Of View
- Create a point of view on market value and comparative differentiation before opportunities start by answering what problems you solve and how you differ.
- Back claims with proof: customer examples and metrics so your position is credible when competition appears.