How to Score the Competition Field with Buyer Evidence, not Gut Feel.
You are in a pipeline review or deal inspection and someone asks how competitive the deal is. You have an opinion, but it is based on what the buyer said, not what they have done.
In MEDDPICC, Competition is a diagnostic, not a checkbox. The question is not 'who else is in the deal' but 'what has the buyer done or said that proves we are ahead.' Sellers routinely overestimate their position because they confuse a warm conversation with a genuine preference. Deals that feel won are lost every quarter because the rep was reading signals, not evidence.
Where it goes wrong
You forecast the deal as close to won, your manager commits it to the business, and then the buyer picks someone else. The loss review reveals the buyer was leaning the other way for weeks - you just did not have the evidence to see it.
What you'll be able to do
You can score your competitive position on a deal using a simple evidence-based test, spot the gaps early enough to act, and bring a credible read to pipeline reviews instead of a feeling.
How to do it
After every buyer interaction, ask yourself
After every buyer interaction, ask yourself: what did they do or say - not just feel - that proves we are ahead? Write it down. If you cannot name one concrete thing, score Competition as weak regardless of tone.
Use a 1-5 scale tied to buyer actions
Use a 1-5 scale tied to buyer actions. 1 = we have no evidence either way. 3 = they told us who they prefer and why. 5 = Champion has actively lobbied for us with the Economic Buyer and we have seen it. Score honestly.
Check whether your position is reflected in the Decision
Check whether your position is reflected in the Decision Criteria. If the written evaluation scorecard does not include areas where you are strongest, you are not ahead - you are just present.
Ask the Champion a direct question
Ask the Champion a direct question: 'Honestly, where do we stand compared to the other options on the table?' Their hesitation or specificity tells you more than their words.
In deal reviews, replace 'how do you feel about
In deal reviews, replace 'how do you feel about competition?' with 'what has the buyer done this week that shows we are the preferred option?' Make evidence the currency of the conversation.
See the difference
Rep in pipeline review: 'Competition is fine - they like us, the calls have gone well, and they said we are their top choice.' No evidence cited, no actions from the buyer, no score.
Rep in pipeline review: 'Competition is amber. The Champion told us last Tuesday that Vendor X is still in it and the CFO prefers them on price. Our Champion has not yet spoken to the CFO directly. We are scheduling that conversation for Thursday. Until that happens I am scoring this a 2 out of 5 on Competition.'
You can score your competitive position on a deal using a simple evidence-based test, spot the gaps early enough to act, and bring a credible read to pipeline r
How you'll know it's working
You have got it when you can walk into a pipeline review and give a Competition score with three specific buyer actions behind it, and your manager does not need to probe further.
Questions people ask
How do you score the competition field with buyer evidence, not gut feel?
In MEDDPICC, Competition is a diagnostic, not a checkbox. The question is not 'who else is in the deal' but 'what has the buyer done or said that proves we are ahead.' Sellers routinely overestimate their position because they confuse a warm conversation with a genuine preference. You can score your competitive position on a deal using a simple evidence-based test, spot the gaps early enough to act, and bring a credible read to pipeline reviews instead of a
What is the most common mistake to avoid?
You forecast the deal as close to won, your manager commits it to the business, and then the buyer picks someone else. The loss review reveals the buyer was leaning the other way for weeks - you just did not have the evidence to see it.
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