Welcome to another insightful episode of “Two Tall Guys Talking Sales,” where hosts Kevin Lawson and Sean O’Shaughnessey delve into the art of salesmanship. In this episode, Sean, author of “Eliminate Your Competition,” shares his expertise on outmaneuvering the competition and achieving sales success in 2024. Join us for a deep dive into the strategies that can transform your sales approach and set you up for a prosperous year.
Key Topics Discussed
- Understanding Competition: Sean emphasizes the importance of competition in sales, explaining how it can actually benefit the sales process by reducing the likelihood of a ‘no decision’ outcome.
- Five Sales Strategies: Sean outlines the five fundamental sales strategies – Frontal, Flanking, Fragment, Defend, and Develop – and explains how each can be effectively utilized in different sales scenarios.
- Strategy in Detail:
- Frontal Strategy: Focused on leveraging clear advantages over competitors, requiring excellence in execution and resource intensity.
- Flanking Strategy: Involves shifting the customer’s focus to new issues that favor your solution, requiring a deep understanding of the customer’s needs.
- Fragment Strategy: Useful for politically weaker positions or less feature-rich products, focusing on a subset of issues.
- Defend Strategy: Essential for existing customers, focusing on expanding influence and defending against competitors.
- Develop Strategy: Ideal for long-term engagement where immediate purchase isn’t imminent, focusing on building credibility and relationships.
- Salesperson Types and Strategies: Sean discusses how different types of salespeople, like Trappers, Hunters, Farmers, and Gatherers, may prefer different strategies based on their strengths and sales approach.
Key Quotes
- Sean: “Competition is a good thing in sales. It often means you’re more likely to avoid losing a deal to No Decision.”
Additional Resources
- Book: “Eliminate Your Competition: A Trapper’s Guide to Increasing Your Commission” by Sean O’Shaughnessey, available wherever books are sold – https://amzn.to/2K37ugx.
Summary
In this episode of “Two Tall Guys Talking Sales,” Sean O’Shaughnessey shares invaluable insights from his book “Eliminate Your Competition,” guiding listeners through various sales strategies to outsmart competitors in 2024. Whether you’re a seasoned sales professional or new to the field, this episode offers a wealth of knowledge on approaching sales challenges creatively and effectively. Tune in to learn how to adapt these strategies to your sales style and set yourself up for a successful year in sales.
