Sales organizations often look at the competition as the enemy that must be beaten! With this mindset, as a sales manager you and your salespeople are often put in a position where you fight the competition on the customer’s front lawn, in full view. You need to shift the rules of the game from competing against the competition to competing on behalf of the customer by recognizing and delivering value. Value that is defined by the customer, not by a list of features and benefits. In this session, we will explore an approach to understanding value to the customer and how specific moves and strategies affect the customer and disable the competition.