Your competitor list has four names. The option that wins most often isn’t on it.

The rival that beats you most often has no website, no sales team and no price, and most win/loss records never name it.

By Steve 5 min read
Abstract bridge artwork for Your competitor list has four names. The option that wins most often isn’t on it.

Ask a management team who they compete against and you will usually get a clean answer: three or four named firms, ranked roughly by how often they turn up on a shortlist. Ask the same team what happened to the deals they lost last year and the answer gets murkier. Some went to a named rival. A larger group did something harder to describe: the buyer went quiet, the project slipped to next year, the budget was reallocated, the sponsor moved roles. Those deals rarely get coded as competitive losses.…

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