CHAPTER 11

Introduction to Compete Strategy

All men can see these tactics whereby I conquer, but what none can see is the strategy out of which victory is evolved.

—Sun Tzu

You’ve now established your foundation of Political Advantage and Value Creation and are ready to enter the realm of compete sales strategy or, simply, Compete Strategy. The next few chapters brief you on how to use Compete Strategy as a way to outsell your competition by packaging politics, value, and Competitive Differentiation, thereby winning the business and best serving your customer.