Introduction

Most companies think they’re special, but buyers are always comparing options. This study shows why ignoring rivals is a costly mistake.

What's the Problem It Solves?

Many teams think they don’t need to worry about other companies selling the same thing. But nearly every deal has competitors, and ignoring them leads to lost sales, wrong strategies, and bad choices.

Quick Summary

After reviewing over 3,400 interviews with buyers, the truth became clear: nearly all deals include competition. Only 1.5% of buyers made a decision without comparing options. On average, buyers looked at 3 to 4 other choices before deciding. In fast-growing companies and in finance, that number is even higher.

Most sales and marketing teams still act like they are the only option. They focus only on what they offer and not on who else is being considered. That’s a mistake. Buyers are looking at other tools, including ones that might not seem like direct rivals. For example, if you sell project software, your real competition might be a spreadsheet or even a whiteboard.

To fix this, companies should think from the buyer’s view. What job are they trying to do? Who else can help them do it? Teams should talk to real buyers, not just guess. They should also show their findings in simple, clear visuals so company leaders can see the full picture and plan smarter.

Key Takeaways from the Article

• Almost every deal includes other companies
• Buyers look at 3 to 4 options on average
• Fast-growing firms and finance deals have the most competition
• Most teams don’t have a real view of their full competitive field
• Your rivals are not just similar tools, but anything that solves the same problem
• Talking directly to buyers gives better answers than your CRM or sales reps
• Simple visuals work better than messy spreadsheets when sharing with leadership
• Understanding your real rivals helps you shape better marketing and product plans
• Win-loss and churn interviews are key to knowing why buyers say yes or no
• Ignoring your competition doesn’t make them go away

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