1️⃣ Start with the question
Choose competitors based on what you want to learn:
Preparing a sales pitch? Pick businesses competing for the same customers.
Comparing advertising or positioning? Look for similar services, audiences and markets.
Looking for new ideas? Include an aspirational business, but explain why it’s relevant.
2️⃣ Check the fit
A useful competitor usually shares several of these characteristics with your client or prospect:
Similar products or services.
The same target customers.
An overlapping geographic market.
A comparable price point or buying process.
Avoid choosing a well-known brand solely because it operates in the same broad industry.
3️⃣ Keep the comparison focused
Start with one or two close competitors. Add more when each brings a distinct perspective, not simply because more are available.
Check their profiles before running the analysis. Missing advertising or review data does not necessarily mean a competitor is inactive or performing poorly.
4️⃣ Explain important differences
Give the Agent context it might otherwise miss. For example:
“Compare Acme with Beta for UK mid-market buyers. Beta serves larger customers too, so focus on its mid-market offering.”
Use the findings to form questions and hypotheses. A competitor doing something differently isn’t, by itself, evidence that your prospect should copy it.
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