Direct Strategy
Compete head-on where you hold a strong position. Lead on your differentiated value and press your advantage while the customer is still forming their view.
New-Game Strategy
Change the rules when a direct contest favours a competitor. Reframe the opportunity around criteria where you are strongest, disrupting the customer’s thinking.
Relationship Strategy
Win through trust and access where the offerings are similar. Build consensus among the Change Agents and let the strength of the relationship carry the decision.
Delay & Develop
Where you are not yet ready to win, slow the process legitimately while you build the case, the relationships and the consensus you need.