In our work at Sales Engine, we often see a few problems reoccurring within sales organizations. These companies are not identical. They come with their own processes, standards, structures, and methods of communicating. They are small or large, B2B or B2C, an unknown start-up or well-known corporation. When we visit with sales leaders and assess their capacity to increase sales to avoid a plateau, we ask them all sorts of crazy questions. And we almost always ask some version of questions like:

• Who is your biggest competitor?
• How is what you do different from what they do?
• Who do you think has the advantage in the market?

These conversations vary depending on the business and industry, of course, but it usually boils down to this one statement:

“We’re just better than Competitor XYZ.” 

We all want to believe that we do a better job than anyone else, that no…