How can you research your competitors' sales value propositions effectively?

1 Analyze their website

One of the easiest ways to research your competitors' sales value propositions is to visit their website and look for clues. How do they describe their offer, their target market, their unique selling points, and their proof points? What are the main messages and keywords they use on their homepage, landing pages, product pages, and testimonials? How do they structure their pricing and packages? How do they position themselves against other alternatives? Take notes of what you find and compare it with your own website.

2 Review their social media

Another source of information about your competitors' sales value propositions is their social media presence. Follow them on platforms like LinkedIn, Twitter, Facebook, Instagram, and YouTube, and see what they post, share, and comment on. How do they engage with their audience, their prospects, and their customers? What are the topics, trends, and pain points they address? How do they showcase their expertise, credibility, and personality? How do they respond to feedback, questions, and complaints? Analyze their tone, style, and frequency of communication, and identify their strengths and weaknesses.

3 Monitor their content marketing

Content marketing is a powerful way to demonstrate your sales value proposition and educate your potential buyers. You can research your competitors' content marketing strategy by subscribing to their newsletters, blogs, podcasts, webinars, ebooks, white papers, case studies, and other types of content. What are the goals, themes, and formats of their content? How do they deliver value, insights, and solutions to their audience? How do they capture leads, nurture relationships, and drive conversions? How do they differentiate themselves from other sources of information?

4 Listen to their sales calls

One of the most direct ways to research your competitors' sales value propositions is to listen to their sales calls. You can do this by signing up for their free trials, demos, consultations, or events, and pretending to be a prospect. How do they pitch their offer, handle objections, and close the deal? What are the questions, benefits, and stories they use to persuade and influence? How do they tailor their sales value proposition to different buyer personas, stages, and scenarios? Record and transcribe their sales calls, and look for patterns and gaps.

5 Survey their customers

Finally, one of the most reliable ways to research your competitors' sales value propositions is to survey their customers. You can find them by using tools like LinkedIn, Crunchbase, or SimilarWeb, or by asking your own customers, prospects, or partners. You can then reach out to them via email, phone, or social media, and ask them for feedback. What are the reasons, emotions, and outcomes that drove them to choose your competitor? What are the benefits, features, and advantages that they value the most? What are the challenges, frustrations, and disappointments that they face? How do they perceive your competitor's brand, reputation, and performance?