The market where the salesman works is usually very competitive. He must adapt his offer and value proposition to the competitive situation. To do this he has to understand the nature of competition in his industry, see key success factors clearly, analyse his company’s competitors, their position, strategy and potential actions.On the basis of this knowledge the salesman must develop his own strategy for competing and must implement it effectively, taking care also of ethical aspects of business competition.

It happens frequently that in the field of consultative selling competitors sometimes cooperate with each other. The salesman must also know the concept of co-ompetition.

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