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How do you talk around gaps that your competitors fill, but your solution doesn't?

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3 Answers
Competitive Positioning
  1. Maureen Sitterson
    Maureen Sitterson

    Etsy Senior Director, Seller Growth & Retention • 5mo

    This is a great question. When a solution doesn’t address the same need that competitors’ solutions do, I’ve found it most effective to anchor the messaging in the value it delivers to the user. Leading with customer value is always a strong strategy, and it becomes especially important when the solution isn’t competitively differentiated on features. A structure I’ve found helpful is: Clearly define the user need or problem the solution addresses. Articulate a strong value proposition that expl ...Read More

    2,196 Views
  2. Madison Springgate
    Madison Springgate

    Vanta Group Product Marketing Manager | Formerly Twilio, Sauce Labs • 1y

    When a competitor offers something you dont, avoid the feature war and try to uplevel the conversation to what outcome theyre trying to achieve. Buyers dont choose a product based on who has the longest checklist - they choose based on who solves their problem the best. Heres some thoughts on how you can handle gaps: Shift the Focus to Outcomes, Not Features – More features doesnt always mean better results. Reframe the Gap as a Strength – Position it as a strategic choice based on what actually ...Read More

    962 Views
  3. Kuber Sharma
    Kuber Sharma

    UiPath Sr. Director of Product Marketing | Formerly Salesforce, Tableau, Microsoft • 2mo

    Maureen's point on anchoring in customer value and Madison's advice on shifting to outcomes are both solid. I'd add the practitioner layer: what you actually say in the room when a procurement team has a checklist and your product is a "no" on item seven. I've run into this repeatedly at Salesforce, Tableau, and UiPath. Enterprise buyers often arrive with a feature checklist assembled by a consultant or shaped by the incumbent's sales team. That checklist is designed to make you lose. The worst ...Read More

    221 Views

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