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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  September 18, 2012

Our Biggest Competitor

A big part of market strategy is differentiation among other options.  And most of us are pretty good at knowing our competitors, and what sets us apart from them.  What fewer of us do is compete effectively with our biggest competitor:  the status quo.

Nearly 60% of qualified leads don’t make a decision, according to The Sales Benchmark Index, a sales consulting firm.  Key words here:  qualified leads.  The folks who can hire you but don’t.  Not because someone else was better, but because they didn’t break the habit of what they were already doing.

Another stat:  65% of high-level buyers choose the option with the “buying vision” vs. 35% who put all candidates through a merit-based process, according to Forrester Research.

The story behind the stats:  we experts have to break away from our story and content and show how and why the status quo is not a good idea anymore.  This article from the Harvard Business Review has some good ideas.  (My favorite:  to create urgency, lead with the changing environment.)

 


About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.