Sie stehen einem Kunden gegenüber, der das Produkt eines Mitbewerbers in Betracht zieht. Wie können Sie sie im Sales Engineering zurückgewinnen?

Clients want to understand how your solution solves their problem. You can’t start selling your solution until you understand their problem. Once you do, use your subject matter expertise paired with existing examples from similar clients solving similar problems when offering your solution.

Winning back a client considering a competitor requires a strategic approach that combines understanding their needs, building trust, and demonstrating the unique value of your solution. I focus on understanding their needs through active listening and probing questions. I highlight my product's unique features and how it better fits their requirements, using case studies for credibility. I address concerns by comparing our product's strengths against competitors' and demonstrating ROI with a cost-benefit analysis. Building a strong relationship through engagement, follow-ups, and loyalty incentives is key. I leverage my technical expertise through product demos and offer pilot projects to prove value and commitment.

It's important to understand what the client needs and determine if the new offering or the services they already have contracted with you are sufficient. If you're not fully solving their problem, they might look elsewhere for a solution. As the saying goes, "you seek outside what you don't get at home." So, ensure you fully understand what the client wants and if they have had any issues with your services. Reflect this in a new offering, an expanded scope of the current offering, or a detailed improvement plan for existing services. Always listen carefully, understand the client's needs, and propose a plan or new vision that demonstrates you understand them and are committed to supporting them.

First, gather information about which competitors your prospect is considering and stay informed about their strengths and weaknesses. Ask the prospect what factors influenced them to consider these competitors' products over others. This helps you understand why certain competitors are on their list and why others are not. Understand the client's needs and problems, and explain how your product can solve these issues better than others. Highlight your product's USPs. Provide examples of solving similar problems for other customers, and share testimonials. If the prospect remains hesitant, ask for a comparison check b/w your product and the competitor’s. Demonstrate how your product better solves their problems and makes their job easier

This is any SE’s nightmares. There is no good way to do this, some vendors use positioning the pond strategy however I love concentrating on our products USP than concentrating on how and what other vendors can and cannot do. Based on the customer needs and usecases, chart out the key USP’s of your product. Position is uniquely and how other customers of same domain and size have leveraged it. Also talk about your customer success and support If you follow a unique practice.

Customer success stories of similar domain, use-cases and size go long long way to gain trust. Companies need to regularly get these stories documented and publish. While leveraging these stories to win business over your competition, so use an ROI metric to show them the value and $$ savings they will get investing into your product.