Zach Selch uses a gladiator analogy to argue that sellers shouldn't mirror competitors. Instead, amplify your unique strengths and target rivals' specific weaknesses. Head-to-head contests on equal ground make for dull fights and weak sales.
Chapters
We often think about the gladiatorial battles, the gladiators fighting in the Colosseum, as these 2 guys pretty much evenly matched in terms of size, wearing the same type of armor and helmets and swords and shields, fighting. And when you take 2 guys who are very similar and trained the same way and armed the same way fighting, it's probably about as interesting as a chess match. So what you really had were typically mismatched groups. You'd have a guy with a spear and a net fighting a guy with a knife and a shield. You'd have a guy on horseback fighting a guy on foot. You'd have 2 small guys fighting 1 big guy, that kind of thing. In our competition, we very often look and we say, ah, the competitor is like this. I have to be just like the competitor if I'm going to win. And we sometimes push To be just like the competition. And in my opinion, that's typically a mistake. Because what we really want is not to be just like the competition. What we want is to take the benefits we have, what are our strengths, and focus them and build them up. And look at our competitors' weaknesses and focus our strengths on attacking the competitors' weaknesses. Not trying to go head-to-head, strength against strength, weakness against weakness. What we're trying to do is take our strengths, build them up, Build up our benefits, make sure that we are the very, very best at our benefits, and apply those benefits towards attracting the customer while essentially attacking the weak points of our competition. Remember, when you're ready to grow your international sales, reach out to us. We can help.
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