Force Management

Competitors catch up to your solutions. When they do, your “unique” differentiators won’t hold up. Marty Mercer stops by the podcast to provide tips on steering a buyer’s solution requirements away from your competition (including an impending “do nothing” or “no decision”). He teaches how to effectively prepare for conversations around decision criteria, so you can build out a list of buyer solution requirements that will validate a premium price. He also covers what to do when a customer shares a capability that you know your solution is at a disadvantage for. This episode is one of those that you’ll want to save and come back to time and again for a refresher when you’re up against challenging competition or need a solid win. Here are some additional resources on influencing customer requirements:- Navigating the Decision Process with Multiple Buyers [Podcast] - https://apple.co/3tiTSFI- How to Ask Trap Setting Questions - https://bit.ly/2Qf6gYx- Prepare and Practice to Confidently Execute Sales Cal