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When a prospect is comparing multiple providers, many sellers slip into panic mode. They go back and forth on features, drop their price, or try to outshine the competition without knowing what really matters to the buyer.
Morgan J. Ingram, Founder & CEO of AMP Social, has a better approach: take control by asking for the prioritisation criteria.
“If they’re evaluating three vendors, I’ll say, ‘Can you tell me your top three priorities in the process? One to three only.’”
The goal is to make the buyer feel like you’ve been here before - just like you’d expect a dentist to know which tooth is which. Staying calm, confident and in-frame builds trust.
If you know you are strong on their first priority, lean into that. If you are second or third, show how your strengths in those areas still solve the main challenge.
Without understanding their criteria, you risk selling features they do not care about.
Sellers do not need to win every category. They need to win the one that matters most.
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