Most B2B sales people have a narrow sense of competition. They usually restrict their thinking to other vendors in the same market sector. But this absurdly narrow definition of whom or what they are really competing against is causing them to ignore some of the most significant forces that often stand in the way of a sale.
https://www.membrain.com/blog/in-complex-b2b-sales-you-face-3-types-of-competition
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