You will want to understand your competitors as well as your own company. Critical information includes the following:
Strategy they are most likely to focus on (if they are the incumbent):
Ease of doing business
Value
Return on Investment
Complexity of transition to new solution
Pricing
Who inside the client are they working with?
Level(s) of customer management they work closely with
Their “inside coaches” (who is guiding them)
Key contacts that favor/do not favor their solution
Strengths / Weaknesses
Experience with similar clients
Coverage of geographic area
Solution provided directly or thru subcontractor
Collaborate with inside coaches and co-workers
Coaches inside your clients will be great sources of guidance. Proactively take care of these relationships BEFORE you are pursuing large deals. Remember that others in your organization that are in contact with your client may be able to gather valuable competitive information from their contacts!
Marc Kitz, Sales Coach
860-836-8979
Checkout my Sales Coaching blog - https://marckitz.com/