The battlecards name three competitors. Two in five losses went to nobody.

Most competitive analysis studies the wrong opponent, and the tactics that win deals against a rival tend to make losses to inaction more likely.

By Steve 5 min read
Abstract bridge artwork for The battlecards name three competitors. Two in five losses went to nobody.

A sales team that can name its rivals feels like a well-run sales team. There are battlecards. There is a comparison grid. Objections about the two obvious alternatives get handled fluently. And yet a meaningful share of the pipeline, often the largest single share, ends up going nowhere at all. The buyer doesn’t choose a competitor. The buyer chooses to carry on as they were. These two outcomes sit next to each other in the same pipeline report, and they are usually treated as the same problem. They are not.…

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Important: General information only. Rialto Bridge articles describe patterns and considerations that may apply to a business; they are not financial, legal, tax or accounting advice, and they take no account of your particular circumstances. Consider your own situation and seek advice from a qualified professional before acting.

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