- Cheaper works, to a point.
- 10x faster.
- 100x easier.
- Localized (if competitor isn’t).
- Better mobile apps.
- A key integration (e.g., Salesforce or Talkdesk or Slack or anything) your competitor doesn’t have.
- More “enterprise grade”. Better SLAs, etc. Going more upmarket of a competitor can work well — if you can deliver what it really takes here.
Focus on one thing that truly is 10x better — and that matters. That can influence the buying decision. Competition is stressful, but not all bad. Competition helps define a market. And importantly — many buyers will want to look for a second potential vendor — and that can be a great source of leads for you. That’s your shot in many cases. Especially when you are the #2 choice, find something, one clear important thing, you can win fast on: