Actionable Takeaways

50% of deals are going to be won by just being a better seller, the other half by properly selling inside the winning zone.

Start by figuring out what's important to them, then recommend a few priorities specifically in your winning zone while seeding competitor losing zones.

Against apples-to-apples competitors, tilt the odds in your favor with on-sites, power, and references.

Throw competitive darts as you make cold calls or send cold emails so that you begin pushing to your winning zones.