anticipatory-sellinglisted

# Anticipatory Selling ## When to Apply - Deal reaches pipeline Step 5 (Overview Presented) - Win rates at Steps 5-7 are declining - Buyer needs internal approval or committee sign-off - When the founder asks "how do I close this deal?" - Proactively when pipeline has deals approaching Step 5 ## Core Principle **"You're not selling to the buyer — you're arming them to sell internally."** By the time a deal reaches Step 5, the buyer is often convinced. The real challenge is helping them convince their boss, CFO, procurement team, or board. Anticipatory selling provides pre-built ammunition for that internal sale. ## Core Framework ### 5 Materials Package (Auto-Generated) **1. Competitive Comparison Table** Structure: ``` | Capability | Us | Competitor A | Competitor B | |-----------------|------------|-------------|-------------| | [Core feature] | [strength] | [strength] | [weakness] | | [Pricing model] | [detail] | [detail] | [detail] | | [Support] | [detail] | [detail] | [detail] | | Best for | [use case] | [use case] | [use case] | ``` Rules: - Honest, not adversarial — acknowledge competitor strengths - Use cases where each excels - Price comparison using public data only - "Best for" framing rather than "better than" **2. 3-Year TCO Analysis** Include ALL costs, not just license price: - Software license/subscription (3-year total) - Implementation and setup costs - Training and onboarding time (monetized) - Ongoi