Brian LaMannaAE @ Gong | Closed Won 🦙 | 7x President’s Club

Introduce Your Competitors - 30 Minutes to President's Club

24 Nov 2024 · 1 min

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A short coaching clip by Brian LaManna advising salespeople to proactively introduce competitors into their sales conversations. He argues that win rates are often lowest when no competitors are present and recommends tasteful, direct questions to surface competitor comparisons and buyer evaluation processes (e.g., "If you don't go with us, how will you solve this priority?" and asking whether buyers have begun evaluating alternatives).

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Proactively introduce competitors. And I know that sounds really atypical, but for almost all sales teams, your win rate is actually lowest when there are no competitors within your sales cycle. Most sellers are afraid of competitors within a sales cycle, so I want to bring them up proactively and do it in a really tasteful manner. I'll mention something like, hey, pretend you don't go with us. How do you plan on solving for that number one priority of growing your win rates? Or is this a big enough problem that we've identified so far that we're willing to invest money in fixing it? The third question I might ask is buyers who evaluate us. They'll typically look at two to three other options as well. Have you all begun that process yet?