SEL4 - Product Service & Sector Knowledge Part 4 of 7 - Competitor analysis-SEL4---Product-Service--Sector-Knowledge-Part-4-of-7---Competitor-analysis

SEL4---Product-Service--Sector-Knowledge-Part-4-of-7---Competitor-analysis

Video Transcription

Video Summary

The transcript explains that effective sales competitor analysis goes beyond industry positioning and includes customer perceptions, analyst reports, financial press, and market research. Sellers should know what buying factors customers use, how they weight them, and how competitors perform on each. A scoring table can help compare players across price, quality, service, availability, and innovation. The goal is to use this insight to have informed, respectful conversations with customers, not just criticize competitors. When handling objections, salespeople should acknowledge lower-priced alternatives while redirecting attention to trade-offs like quality, service, and reliability.

Keywords

sales competitor analysis

customer perceptions

buying factors

scoring table

handling objections