Picture this: You're the market leader, winning deals left and right. Then suddenly, you start losing 6 out of 10 deals to a single competitor. What would you do? This exact scenario happened to Hermann Handa, a Sales Effectiveness Director and competitive enablement expert who has helped numerous organizations overcome aggressive competition. In this article, we'll break down the strategic framework in competitive enablement that he shared on SellMeThisPen podcast, to turn the situation around and boost win rates from low 40s to high 60s in just one quarter.
Let’s first of all start with definition.
Competitive enablement is the process of equipping sales teams with the tools, messaging, and training needed to effectively compete against key rivals, driving improved win rates and revenue impact. It focuses on clear competitive differentiation, actionable strategies, and customer insights to empower consistent, value-driven sales conversations.
The competitive landscape in sales is becoming increasingly complex. New competitors emerge regularly, especially in the SaaS space, and staying ahead requires more than just knowing your product. You need a structured approach to compete effectively and win more deals. When implemented correctly, competitive enablement can transform your sales performance.
But enough of theory, let’s see the real case.
"We were the market leader, winning all deals. Then suddenly we were losing 6 out of 10 deals to one competitor" stated Hermann.
His company was threatened by an aggressive Silicon Valley competitor. The situation was a wake-up call that demanded immediate action. So, Hermann developed a systematic approach to competitive sales enablement that not only helped recover lost ground but also created a sustainable competitive advantage.
One size doesn't fit all when it comes to competing in sales. Hermann emphasizes that different competitors require different approaches:
The key is to stop trying to compete with everyone using the same messaging. Each competitor deserves its own unique strategy.
Not every competitive move requires a response. Hermann shares a practical framework for threat assessment:
New Feature Launches:
New Module Launches:
Hermann reveals that most companies do win-loss analysis wrong.
Here's how to do it right: don't rely solely on CRM data, because documented reasons rarely tell the full story and avoid sending sales reps for feedback, customers won't be fully honest.
How to get real feedback:
Why third party works best:
Winning against competitors requires deep understanding of:
Why customers choose you?
Why they choose competitors?
What actually matters in their decision-making process?
What triggers them to switch providers?
This information becomes the foundation for your competitive strategy.
There's a crucial distinction Hermann makes between strengths and advantages. He explains that strengths help you to stay in the market, while advantages help you win in the market.
For example: Being the cheapest option is a strength. Offering premium pricing with superior support is an advantage.
Don't stop at features – dig deeper into the value chain:
Features → Benefits → Value
Example:
After establishing the strategic framework, Hermann armed his sales team with four essential tools:
The pre-planned, strategic messaging framework should be based on real sales conversations and tailored to what customers want to hear. They can also be customized by persona. As a result:
Even with perfect positioning, objections will come. Having standardized, well-practiced responses ensures consistency and professionalism across the team.
Hermann's approach to handling competition is both strategic and professional:
As Hermann puts it:
"Train reps until they can deliver messages from their deepest sleep."
This level of preparation is crucial because you can't afford to have reps practice on real customers.
The results speak for themselves: Hermann's team increased their win rates from the low 40s to the high 60s in just one quarter. This dramatic improvement came from systematic implementation of the framework and consistent practice of the tools provided.
Competing effectively in today's market isn't about having the most features or the lowest price. It's about having a systematic approach to understanding, positioning, and communicating your value.
By following Hermann's framework:
And equipping your team with the right tools:
You can create a sustainable competitive advantage that drives consistent wins.
In this episode of SellMeThisPen Podcast, Michael and Hermann discuss the importance of competitive enablement in sales, how to build an effective strategy even with limited resources, and practical ways to improve win rates against tough competitors. They explore everything from developing the right messaging to training sales teams effectively.
Hermann Handa is the Director of Sales Effectiveness at FCT and a founding member of Revenue Enablement Society. With extensive experience at companies like Oracle and Eloqua, Hermann has helped organizations improve their competitive positioning and sales effectiveness. His background spans software sales, marketing, and competitive intelligence, making him a unique voice in the sales enablement space.
