How Competitive Enablement Saves You From Losing Deals | Hermann Handa on SellMeThisPen Pod

In this episode, Michael and Hermann dive into the realities of competitive enablement in sales. They explore why focusing on key competitors is crucial for win rates, how to build effective sales messaging without bashing competition, and which coaching steps are essential for getting reps battle-ready in competitive markets.

Hermann Handa is a seasoned sales effectiveness and enablement leader with extensive experience across software companies like Oracle and Eloqua, now serving as Director of Sales Effectiveness at FCT and a founding member of Revenue Enablement Society. With a unique background spanning software sales, marketing, and competitive intelligence, Hermann specializes in developing competitive enablement strategies that have helped companies dramatically improve their win rates and revenue growth.

Where to find Hermann Handa:
LinkedIn   / hermannhanda  

Where to find Michael (Founder & CEO @ SellMeThisPen AI):
Email: [email protected]
LinkedIn   / michaelocean  


In this episode, we cover:
0:00 Intro
0:42 Hermann's journey into sales and software
2:31 Shifting from sales to competitive enablement
4:47 Turning around win rates against Marketo
8:41 How smaller companies can start competitive enablement
12:55 Understanding competitive advantages vs strengths
16:49 4 items for setting up a competitive enablement program
21:06 Managing feature releases in competitive markets
25:21 Handling missing features in sales conversations
27:10 How to discuss competitors professionally
30:15 The importance of role-playing for sales teams
32:47 Connect with Hermann


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