Competitor Analysis
Why Customers Choose Others
When you need competitor analysis
Customers compare you with 3-5 other players, and you don't actually know what sets you apart. Deals stall, salespeople lose on price and don't know how to make up for it.
Customer goes off "to think"
Deals stall because the customer is comparing you with others, and you can't tell them what really makes you different.
You lose on price
You regularly lose on price - and have nothing to offset it with.
A blurry USP
Marketing and sales tell different stories: marketing has one USP, the sales team has another.
A "saturated" market
It feels like the market is overheated, but who's actually making money - and on what - isn't clear.
No points of differentiation
You want to grow, but you don't know whose share you're going after.
After lost deals
You have 5-10 lost deals where it's not clear why the customer chose someone else.
Competitive analysis as a sales tool
The result isn't a report for show - it's a concrete tool for growth.
Competitive market map
- Direct and indirect competitors
- Who's fighting for the same segment
- Who's actually taking deals from you
Comparison tables by customer criteria
- Price, terms, result, and timing
- Risks for the customer, guarantees, and accountability
- Service and support, ease of decision-making
Customer choice logic
- What the customer is willing to pay for
- What scares them off
- Where they hesitate and why they "go off to think"
Points of differentiation
- Where you're already stronger than competitors
- What can be reinforced without rebuilding the business
- Where you shouldn't try to compete at all
Recommendations for sales and marketing
- How salespeople should talk about competitors
- Which messages to amplify in advertising
- What to drop because it doesn't work
Five layers of analysis
A deep block-by-block analysis - no fluff, no generalities.
Layer 1. Who your real competitors are
Direct and indirect, local and federal, and "third" alternatives (do it themselves, postpone, not buy at all).
Layer 2. Their offer and packaging
What they promise on their site and in ads, what results they claim, how they build trust, and which triggers they use.
Layer 3. Economics and terms
Price and pricing logic, entry terms, cross-sells and upsells, customer risks.
Layer 4. Sales process
First contact, nurture flow, proposals, arguments, and objection handling.
Layer 5. Why customers choose them
What matters more to the customer than price, where they reduce decision anxiety, where they create the feeling of "the right choice".
Our process
A structured process with clear timelines and a deliverable at every step.
Lock in segments, customer types, and competitor hypotheses
Competitors, offers, arguments, prices, sales logic
Competitive map, points of differentiation, recommendations
We show where you lose deals and how to turn it around
Minimum from your side
All you need to do is share the data. We handle the rest.
Competitor list (if you have one)
5-10 lost deals or typical "no" responses
Your sales materials
A read on your target segments (we'll help shape it if needed)
Straight answers
The questions we hear most often before we start.
Is this just an analysis of competitor websites?
No. Websites are the surface. We care about why the customer makes the decision.
Can we use the results in scripts?
Yes. That's one of the main goals - to give salespeople real arguments.
Does it work for B2B?
Yes. Especially for complex, high-ticket deals where the customer takes time to compare.
What if there are a lot of competitors?
We narrow it down to 5-7 key players who actually take deals from you.
Ready to find out exactly where you're losing money? Book a 30-minute review - we'll figure out together whether you need this audit and what it'll move.
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