Tobias Binau

Imagine if you could influence how a buyer evaluates and compares your product/service.
 
 Wouldn't that be quite a superpower? Good news, you can.
 
 Recently, a rep at a company I help ran into a slight problem.
 
 A strong champion was established—one who repeatedly confirmed how what the rep offered was way better than the competitor they were also talking to.
 
 Feature set, price, onboarding plan—everything was presumably better.
 
 Except for one thing…
 
 The prospect company was based in the UK, as was the competitor—my client in Denmark.
 
 And to the CEO, it was important to choose a provider from the UK, which meant this CEO kept interfering.
 
 At last, the rep was about to give up. "What can I do? We're a Danish company; it’s not like I can change that to win this."
 
 Instead of giving up, we tried one last thing…
 
 We brought a suggestion to the champion—making a scorecard.
 
 An objective way of evaluating which product was the best fit. (Like an RFP)
 
 The rep and the champion outlined all the important features, capabilities, and details.
 
 The champion weighed every subject together with the team (as well as the CEO).
 
 Suddenly, it was clear to everyone that there was one good choice and one bad one.
 
 Two things happened:
 - The CEO became aware of how big a compromise it would be to choose a local provider.
 - The CEO couldn't interfere with the decision without looking like a fool to the remainder of the team.
 
 The rep had a signed contract shortly after.