The competitor list names four firms. The deal was lost to no decision.

Most competitive analysis studies the rivals you meet at bids, and ignores the one that wins the largest share of your losses.

By Steve 5 min read
Abstract bridge artwork for The competitor list names four firms. The deal was lost to no decision.

Ask a management team who they compete with and you get names. Four firms, maybe six, with a rough sense of who undercuts, who has the better brand, who keeps poaching the same two salespeople. Ask the same team where the last twenty losses went and the picture changes. A handful went to a named rival. Some went to an in-house team who decided they could do it themselves. And a large group simply stopped moving: the sponsor went quiet, the budget was “deferred to next year”, the opportunity sat…

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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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