As account executives, we all compete for business. So, where does that put our primary focus, on the customer or the competition? Most default to the customer and for good reason. Requirements, such as, understanding customer needs, the buying process, company vision, direction, and priorities, mapping out the political infrastructure, and building relationships, just to name a few, can be all consuming and very necessary. If it were otherwise, how could we expect to be down selected?
To say that this is the default for many account executives is to say that it is also their comfort zone – familiar, manageable, and largely free of any criticism. But, is it right? Yes, in that no one can win without being short listed, but no, in that a shift is required in the post down select phase. A shift that all too often never takes place.
Pre down select, it’s right to focus on the customer first and then the competition, a close second. In the post down select phase, the reverse is true. You look at the competition within the context of the customer environment, as you’ve transitioned from many competitors to just a few, possibly with a new lead competitor. So, your primary focus shifts to the competition with the customer being a close second. But, to make this shift something has to happen.
Notwithstanding a few exceptions, life is generally analog, not digital. And, so is a sales campaign. You start with a customer focus, while also setting the stage for the heavy post down select competitive challenge. Setting the stage is:
Skip the pre down select competitive stage setting and you will likely never shift to a true competitive focus when you need it the most, after having been short listed!