Saturday Morning Sales

Kevin Latchford


Q&A Week 11 - September 8, 2018

For the past few years, since I began using this weekly blog to share stories about sales and sales management, I have been receiving numerous questions from readers including my own clients. Over the next several months I am going to use my weekly ramblings to post one reader question with my answer. Please note – my answers are based on my personal and professional experiences and in no way reflect my company or specific clients.


Q: When prospecting do you ever specifically target your competitors? If yes, how often? If no, why?


A: In short my answer is both yes and no. There are certain competitors that I keep a very close eye on for various reasons. First and foremost, I am more interested in what they are saying and how they are describing & positioning themselves, versus who their latest portfolio client or case study client is. Don’t get me wrong, I am intrigued by who they are listing as clients, but targeting these companies may be an effort in futility. That’s why I also say no. The likelihood is that any client that allows you to showcase them on your website is happy and not going to move any time soon. So I do not call on those specific companies. I do use these companies as homework on specific industries or market segments. I will look into their competitors and target them based the fact that my competitor just showcased a company in that industry.

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