Winning the Deal: Competitive Edge & Objection Handling

The EDGE Framework: How We Win

To stand out in a competitive market, we don’t sell products—we sell business impact. My approach leverages Command of the Message, the Challenger Sale, and value-based selling to position our solution as the only logical choice.

E - Establish Business Pain & Value

• Lead with insights. Customers don’t care about features—they care about solving problems.

• Tie pain to measurable impact. If they can’t quantify the pain, they won’t pay to fix it.

• Use The Challenger Mindset: Teach them something new about their business.

D - Differentiate with Proof

• Position uniquely. If we sound like the competition, we’ve already lost.

• Leverage customer stories. "Companies like yours solved this exact challenge with us."

• Frame the cost of inaction. Doing nothing is the biggest competitor.

G - Guide the Buying Process

• Be prescriptive. Prospects need confidence in how they’ll get from A to B.

• Uncover the Decision Process. Who really owns the budget? Who’s influencing the deal?

• Make it easy to say yes. Reduce friction in legal, procurement, and approval steps.

E - Elevate the Conversation Beyond Price

• Shift from cost to value. "The real question isn’t price—it’s the cost of not solving this."

• Handle objections with control. Never defend, always reframe.

• Use the ‘Why Change, Why Now, Why Us?’ framework to drive urgency and differentiation.

Objection Handling Playbook: Flip the Script

"Your price is too high."

Reframe: "Let’s talk about what ‘too high’ means. Is it compared to competitors or to the cost of doing nothing? Because the real risk isn’t price—it’s missing out on solving this problem before it costs you even more. If we prove a 3-5X return, does price still feel like the main concern?"

"We already use a competitor."

Reframe: "That makes sense—most companies do. But let me ask you this: if your current solution was fully solving your challenges, would we even be having this conversation? Where are they falling short? If we can help you win where they can’t, would you be open to exploring what that looks like?"

"We’re not ready to make a change."

Reframe: "Change is hard, I get it. But let’s flip that—what happens if you don’t make a change? What’s the downside of staying exactly where you are six months from now? The best companies don’t wait for urgency to strike—they create urgency before they fall behind."

"We don’t have budget."

Reframe: "Totally fair—no one plans for problems they haven’t solved yet. But let’s be real: companies always find budget for initiatives that move the needle. If we can demonstrate clear impact, isn’t it worth exploring what unlocking this investment could mean for your business?"