Understanding the buyer's perspective is critical when considering competitive positioning in B2B marketing. Customers generally have three options: sticking with their current inefficient solution, selecting a new solution from a shortlist of competitors, or opting to do nothing. Winning deals requires effectively positioning against all these options. To contest the status quo, demonstrate the added value they would acquire by shifting to your solution and decrease pain associated with the change. Against direct competitors, demonstrate your unique value proposition that they can't deliver on. When dealing with indecisive customers who may do nothing, increase the customer's confidence in their decision, and reduce associated risks. Strategies could include segmented rollouts of the solution, educating clients on alternatives, offering money-back guarantees, and implementing proof of concept test projects.

Unique Insights for CMOs and Marketing Leaders

• Status Quo challenge: Demonstrate a differentiated value that encourages customers to reconsider their current solutions.

• Competitor contest: Showcase your unique value proposition that distinguishes your business from competitors.

• Dealing with indecision: Increase customers' confidence and reduce risks by offering insights, guarantees, or proofs of concept.

• Fighting indecision: Break deals into smaller steps to ease customer confidence and ensure project success.

• Overcoming objections: Assist stakeholders in overcoming potential objections to secure the deal.

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