Most sales professionals deeply understand their own product’s features and functions — but far fewer truly understand their competitors. In today’s hypercompetitive markets, that gap has real consequences. Competitive blind spots shape how customers evaluate options, how value is perceived, and ultimately who wins or loses strategic accounts. If you don’t understand how customers compare alternatives, you’re often negotiating from a position of weakness without realizing it.

This session challenges participants to rethink competitive strategy at the account level. We will explore how competitor awareness directly impacts customer decision-making, pricing power, and negotiation outcomes. This is a hands-on session where participants practice with frameworks to analyze competitors through the customer’s lens, anticipate competitive moves, and position their solutions more effectively — so they can differentiate with confidence, protect value, and win more consistently.