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Developing Strategy with TAS Competitive Analysis

The Competitive Analysis view helps sales professionals to develop competitive strategy. For each competitor, the sales team can evaluate strengths and weaknesses and anticipate the competitor's strategy. The view also help the sales team to assess its own position against the competitor and to refine its strategy to win the deal.

Use the TAS Coach to help you establish your sales strategy. TAS Coach provides recommendations that are based on the information you enter.

NOTE:  If you use the TAS Coach to refine your strategy, enter information in the Our Competitive Strategy field. If you are analyzing a competitor's strategy, enter the information in the Competitors list.

When you determine your strategy, enter a summary in the Our Competitive Strategy text field in the Competitive Analysis view.

This task is a step in Process of Managing Target Account Selling.

To add competitive analysis information

1. Navigate to the Opportunities screen, then the Opportunities List view.
2. Drill down on the Opportunity Name field of an opportunity record.
3. Click the Target Account Selling view tab.
4. In the lower link bar, click Competitive Analysis.
5. In the Competitors list, create a new record, and complete the necessary fields.

   After you have analyzed your competitors, you determine your strategy in the deal. Evaluate the anticipated action of your competitor to enter your strategy in the Our Competitive Strategy field.

Using the TAS Coach for Competitive Analysis

The TAS Coach can help you develop a competitive strategy after you have completed the TAS Assessment for your company and competitors. You can also answer TAS Coach questions from your competitors' perspective to help you anticipate the strategy that competitors are likely to take. You might need to refer to your assessment criteria ratings during a TAS Coach session, and might want to review or print the assessments.

Figure 19 shows the TAS Coach screen.

Figure 19. TAS Coach Screen

To use the TAS Coach for competitive analysis

1. Navigate to the Opportunities screen, then the Opportunities List view.
2. Drill down on the Opportunity Name field of an opportunity record.
3. Click the Target Account Selling view tab.
4. In the lower link bar, click Competitive Analysis.
5. In the Competitive Strategy form, click TAS Coach.

   The TAS Coach screen appears showing strategy types such as Fragment, Frontal, and Disengage, and includes a description of how to use the TAS coach.

6. During the TAS Coach session, complete the following steps:
   1. Answer each question presented, and then click Continue to proceed to the next question.

      An interim evaluation of each answer is provided, outlining the relevant issues that you must consider.

      Click the Back to return to a previous question. At the conclusion of the session, TAS Coach recommends the type of strategy to take.

   2. At the TAS Coach Recommends screen, drill down on the Click here for variations hyperlink for additional strategy options.
7. After you complete the TAS Coach session and review the TAS Coach recommendation, complete the following steps:
   1. Click the Back arrow to return to the Competitive Analysis view.
   2. Enter your strategy in the Our Competitive Strategy field.