who are you REALLY competing against?

Everything you buy, from your weekly shop...

To your morning coffee...

To the coaching program you join...

To the agency you choose to work with...

... comes with an opportunity cost. Most people are familiar with the concept that if they spent money on {x}, they won't be able to do {y}.

Your customers think this way too, and oftentimes, the opportunity cost and the hidden competitors are stealing more sales from you than your ACTUAL competitors themselves...

... and you don't even know WHAT they are.

I know that from my experience, I have only had one person in a sales conversation who I actually really thought would have been a great fit, who went with one of our competitors instead. Fair game.

But GOD, the number of times I have taken calls with people who want to go invest in an ads coach, or buy a mastermind, or get a new sales team instead, or buy some content program... IS A LOT.

So, what does this mean for you?

It means before you go into battle (the market), you must sharpen your sword (your arguments) so you can slay all of the enemies that lie in front of you (both direct and hidden competitors).

It means that in your sales arguments, you MUST be able to cut off all other options other than your mechanism and the way you deliver it.

You need to take a look at the people in your pipeline who maybe haven't closed, and just go on their Instagram and see what they're doing. See if you can find anyone they're working with. See if you can see what they're doing differently. Ask them if they've been exploring any other options.

All you need to do once you've identified these is just admit that any other alternative is good, but it won't solve the entire problem.

It might solve one part of it, but not the entire problem.

Because if you can cut off all other options and articulate the pain of a prospect accurately, then by the time you make your offer...

... the decision should already be made.

CM