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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  |  October 13, 2015

Why Underdogs Win Over the Front Runners

Why Underdogs Win Over Front Runners

Have you ever had a client who loved your work, asked you to come back but then chose someone else? I bet that was a head-scratcher. It was for me, too — until I became that client.

The back story: I was ready to hire my favorite landscape company to redo my backyard. But three red flags became tipping points that gave the advantage to the underdog. I outlined those situations and lessons learned in this article for RainToday. What I won’t forget:

  • The role emotion played in the decision. My peace of mind trumped past positive experiences.
  • Questions without good answers become objections. Understanding the logic wasn’t good enough. I had to mentally agree with the answer.

Related: how decisions get derailed

  • The biggest surprise: neither vendor knew these issues were a big deal. And I didn’t tell them. Makes me wonder what our potential clients don’t tell us.

I learn so much about sales when I’m a client. The upshot: front runners may have the inside edge in the beginning, but there’s always a turn-around opportunity. Use those moments to shine. I know I will.

 

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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.