How to Leverage Industry Awards to Build Credibility With Leads

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Competitive questions are a fact of life in the world of modern selling. But by being mindful of how you respond to them, they represent tremendous opportunities to qualify your customers, deepen your knowledge of the market, and elevate your personal and professional brand.

In a 2019 letter to Amazon shareholders, founder and CEO Jeff Bezos included a short narrative about the success of the Amazon Echo smart-home device, underscoring the importance of taking a leadership role when it comes to ushering customers down the path to their purchase. He states:

Market research doesn’t help. If you gambling data saudi arabia had gone to a customer in 2013 and said “Would you like a black, always-on cylinder in your kitchen about the size of a Pringles can that you can talk to and ask questions, that also turns on your lights and plays music?” I guarantee you they’d have looked at you strangely and said “No, thank you.”



The truth is, customers in the market for a product or service aren’t always clear about the problem they’re looking to solve and the variety of ways potential solutions can solve it. That means creating awareness around our solutions is critical when it comes to winning the attention of our buyers. But equally important is the ability to shape our customer’s journey, needs, and requirements so that they intersect with our solution.