Competitive industries are saturated with high-cost and low-cost providers.
Regardless of where your solution fits on the cost spectrum, you can win more than your fair share by understanding how to sell against competitors with a different approach.
Selling a premium solution against a low-cost provider
Your customer will be concerned about over-paying. To overcome, shift the focus to the risk of missing out on key differentiators:
“80% of our platform can be offered by our competition. The reason organizations pay a premium for our solution is they’ve learned that [insert pain] can’t be solved without [insert differentiator.]”
Selling a low-cost solution against a premium provider
Your customer will be concerned about missing out on key capabilities. To resolve, shift the focus to the risk of paying for what isn’t needed:
“We offer 80% of the functionality at 20% of the cost. Why pay for unnecessary bells and whistles when your [insert use case] can be accomplished for less?”
Remember: it’s often not what you sell, but how you sell, that determines who wins.