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.