When you're the only option for what a buyer needs, they skip the comparison shopping. Multiple alternatives force them to weigh risk and price, which kills deals and stretches sales cycles. Own one specific pain point completely.
You don't want to have competition. I find it to be far easier to sell into an organization, especially if I'm selling into a larger organization, if I am the only one who does a certain thing. When they look around and say, oh wait, who else can I buy this from? If the answer is they've got like, you know, 5 choices, all of which are bigger than me necessarily, well, then the likelihood of going to win the business really goes down, doesn't it? Because they're going to start to ask, well, who's the lower risk way of buying it? They're going to have a comparison and whatever, and all that's going to slow down the sales cycle. No, I want to be the only choice for solving, for scratching this particular itch for for solving this particular pain. So how can you be the only solution for that pain? When you are the only choice for them, it makes it so much easier to do business. All the other questions fade away when they say, how can you make the pain stop?
