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Sales Warrior Lesson 11: The Source of Opportunity

It is very difficult for a customer to choose when comparing strength against strength. One of the basic rules of classical strategy is that you never attack an opponent's strengths. Instead you look for openings.

You can match strengths, if necessary, but you can and should surrender strengths to competitors if those strengths are less important in the sales situation. What will win the sale is positioning your strength in a critical area where competitors are weak. This makes the decision easy for the customer, and customers always choose the easiest decision.

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Copyright 2005-2008 Science of Strategy Institute, Clearbridge Publishing, and Gary Gagliardi
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