Once You Learn This, Clients Stop Choosing Your Competitors

By The Futur

Categories: Design, Product

Summary

To outmaneuver bigger competitors, exploit their weaknesses by turning the client's focus away from your strengths and towards the competition's flaws. This 'psychological operation' can give you an edge when pitching to clients, as demonstrated by Nike's masterful signing of Michael Jordan.

Key Takeaways

1. When going up against larger, more experienced competitors, shift the client's focus to the weaknesses of your competitors rather than your own strengths.
2. Uncover the internal divisions and lack of cohesion in your competitors' leadership teams, and encourage the client to ask pointed questions that will expose these weaknesses.
3. Emphasize the cultural differences between your company and your larger, foreign competitors as a way to create distance and build trust with the client.
4. Highlight how your products or services can provide a more personalized, premium experience compared to the cookie-cutter approach of your competitors.
5. Use a 'psychological operation' to sow doubt in the client's mind about their preferred choice, making them more open to considering your offering.
6. Leverage the client's personal connection and understanding of your company as an advantage over larger, more impersonal competitors.

Topics

• Competitive Strategy
• Psychological Tactics
• Client Pitching
• Differentiation
• Cultural Relevance

Transcript Excerpt

Have you ever found yourself in a pitch situation where you're the underdog where you don't think you have any chance of winning it? Well, you need to watch this clip cuz I'm going to break down air the untold Michael Jordan story about how Nike got Michael Jordan to sign and become the biggest athlete of all time. The lessons that you can learn from watching these clip. But stick around to the very end because there's a clip that most people miss that's even more revolutionary, more profound th...