A practical guide
We keep losing to a competitor
Find out what is happening in buyers' decisions, then turn the evidence into useful guidance.
Work through the decisions
- 1
Win/Loss Analysis Framework →
Hear why buyers made their decision before assuming the cause.
- 2
Product Differentiation Strategy Framework →
Identify a defensible difference that matters to those buyers.
- 3
Competitive Battlecard Framework →
Give reps evidence and guidance for the next competitive conversation.
- 4
VARS Framework (Validate, Acknowledge, Reframe, Specify) →
Practise responding to objections without dismissing the buyer.
Put it into practice
Choose your next decision.
Write down what you need to decide, the evidence you already have, and what is missing. Start with the method that addresses that gap.