What does it take to effectively utilize this competitive strategy? In a word, research. We need to ask the right questions of the right people and we need to make the distinction between coaches, contacts and gatekeepers.

Here are 3 key research ideas to consider when trying to anticipate traps.

First, we can ask the right questions and uncover the key insights we need:

• What/who is driving this initiative?
• Who has the decision making power?
• Who is influencing the decision?
• What are the most important priority decision criteria?
• What is the buying process?
• Who we are competing against?

Second, we can leverage our coach relationships to:

• Get true insight
• Gain access to the right people
• Help us figure out our true advantages in order to allow us to develop the types of strategies, presentations and proposals that put our competitors behind the 8 ball

Third, we can learn from our team:

• How have we done when we've competed against them in the past?
• How have they beaten us? How have we beaten them?
• How has their strategy or offering changed in the recent past?

With this type of input, we will be better positioned to anticipate the traps, set our own, and win!