Introduction

Most sales teams think they’re unique, but nearly every deal includes rivals. This study shows why ignoring them is a mistake.

What's the Problem It Solves?

Many companies assume they don’t need to worry about the competition because they focus only on the buyer. But this mindset leaves blind spots. The article shows that almost every deal is competitive and explains how to spot and handle the rivals you’re up against.

Quick Summary

After studying over 3,400 buyer interviews, the team at Klue found that competition is almost always part of the buying process. Only 1.5% of deals had no other vendors involved. Most buyers looked at 3 or more options before deciding. This means that even if your team isn’t thinking about the competition, your buyer definitely is.

The problem gets worse in fast-growing industries and sectors like finance, where buyers often look at over four different companies. Many leaders don’t have a clear picture of who they’re really up against. As a result, marketing and sales plans are based on guesses, not facts.

To fix this, the article recommends three things: First, stop looking at competitors just by product. Instead, think about what job the customer is trying to get done. Second, talk to buyers directly-ask them who else they looked at and why. Third, use simple charts and summaries to share this info with company leaders so they can actually use it.

Key Takeaways from the Article

• 98.5% of deals involve at least one other company
• Buyers usually compare 3 to 4 vendors before choosing
• Competition is highest in fast-growing companies and finance
• Most marketing teams ignore less obvious rivals like spreadsheets or manual tools
• Talking to real buyers gives better insights than relying on sales teams or CRMs
• Use clear visuals to help leaders understand the competitive landscape
• Good competitor knowledge leads to better planning, products, and messaging
• The best marketers look beyond their product and think like the buyer
• Win-loss interviews and churn surveys reveal what really influences decisions
• Without knowing your real competitors, you're flying blind in every deal

‍