Who Is Your Number One Competitor?

I recently received a call from a sales professional seeking assistance with her strategy to beat her primary competitor, referred to here as ACME, on a significant sales opportunity. ACME frequently emerged as a finalist in many of her sales opportunities, compelling her to exert considerable effort to secure the sale. During our discussion, I inquired about her approach to competing against her top competitor. She responded: "What do you mean? I just informed you that ACME, whom we have been discussing, is my top competitor." I clarified that while ACME was a formidable competitor, it was not her foremost...