Competitive Assessment Information

A competitive assessment contains the following information:

• Competitor: the name of the competitor
• Competitor Status: defines the current state of the competitor in this opportunity where the options are
  • Active in the Sales Cycle: stating that the competitor is actively pursuing the opportunity
  • Rejected by Customer: if the customer has already narrowed the number of players and ruled out this competitor
  • Withdrawn by Competitor: if the competitor has decided to no longer pursue the opportunity
• Competitive Threat: defines how you rate the competitor as threat. The ranking goes from very low to very high.
• Strength: defines the competitor’s strength especially in context of this opportunity. This should not be a general SWOT on the competitor but a specific one on this opportunity. E.g. detailing that the competitor has an existing relationship with the customer or equivalent
• Weaknesses: similar to the strength, detail weaknesses for the competitor in this opportunity.
• Differentiation: should detail how the defense and attack strategy from your side against this competitor looks like and what the main differentiators are you are positioning
• Products: should be a listing of potential competitive products going to be positioned.

Competitive assessments are a key in the sales cycle latest when you hit the analysis and value proposition phase.