Three competitors are on the battlecard. Half the losses went to nobody.

Most firms analyse the rival that beat them and ignore the alternative that beats them more often, and the two require completely different responses.

By Steve 5 min read
Abstract bridge artwork for Three competitors are on the battlecard. Half the losses went to nobody.

Ask a sales team who they lose to and you will get names. Two or three familiar rivals, a low-cost entrant, occasionally an in-house team. The battlecard exists, the objection handling is drilled, and the pricing has been shaded to sit just inside whichever competitor turns up most often. Now ask where last year’s qualified opportunities actually went. In most complex sales, long cycles, multiple approvers, a change to how the customer currently operates, a large share simply stopped. Nobody won. The buyer decided later, or decided nothing, and the…

Keep reading for free

Create an account to read the rest.

The whole library is free. No card, no subscription, no trial that quietly ends. An account simply lets us know who we are writing for, and opens every article from here on.

  • Every article, in full, at no cost
  • New articles published every weekday
  • Takes about twenty seconds
Create a free account I already have one

Free means free. We will not charge you for the library, and you can read as much of it as you like.

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.

More on Market analysis

Scroll to Top