Further Beyond BANT – Great Discovery Questions – Competitive Advantages

Contemplate the following idea:  Every competitively advantageous feature in your offering should have one or more Discovery questions associated with it – and the best time to introduce those competitively advantageous capabilities is in Discovery, via a series of Biased Questions.

Corollary:  Every key competitively advantageous feature in your COMPETITOR’s offering should also have one or more Discovery questions associated with it – and the best time to out-flank and minimize the impact and importance of those features is also in Discovery, via a series of Biased Questions designed to negate the importance of that capability. 

Second Corollary:  If you determine that your customer really values the competitor’s capability and sees it as highly important, if you cannot match or even the score with other capabilities of your own, you may choose to pull back and end your sales process (for the present) – and make that decision in Discovery.  If you are going to fail, fail early and fail inexpensively (as opposed to doing a series of demos, followed by a long POC, and then losing to your competition)!