4 Categories of Competitors Everyone Must Know

It is common to view one’s own business, service or product as unique.

This is natural: the business founder has his or her own method, approach and passion.

This is not always that obvious to clients, however; nor, and this is the harsh part, is it always relevant.

When a prospect is making a purchasing decisions they are thinking about themselves, not about the seller or provider. To sell effectively through advisory and differentiation, it is essential to understand all categories of competition one is up against.

See the infographic below for an overview.


  1. Jessica Matthews on May 8, 2018 at 5:05 pm

    It’s so easy to forget Enemy No. 1: Status Quo! Thanks for drawing appropriate attention to its role as a critical sales obstacle. I’ll be challenging myself to prepare practical answers to the objection of inertia 😉

    • Rebecca on May 9, 2018 at 4:04 pm

      Yes, exactly! Doing nothing is often a comfortable fall back for clients.