The April Tip, Anticipating Traps - Part 1, as well as Part 2 and Part 3, found on the IMPAX blog, have all dealt with the idea of setting traps and avoiding traps that others might set for us. Along these lines, here is one last question to consider: If you were competing against you, how would you beat you?

It's a little convoluted, but you get the point. No one knows better than you do where your weaknesses lie and what your own Achilles Heel is. Ask yourself this question and give it some honest consideration. What are your critical weaknesses?


Is it your solution (a little behind the times with a new version delayed)?
Is it your company's geographic coverage (strong in LATAM but weak in EMEA)?
Is it your price (the highest in your industry)?
Is it a weak coach network (only 1 coach and she is not that well positioned)?
Is it a lack of access to the decision maker (you haven't even identified him or her yet)?


Whatever the answer is, it may well reflect your fear - that if someone else figures this out, whether procurement or a competitor, they will be in a position to set pretty effective traps and either beat you or beat you and your price down.

The value of this exercise is that once you ask this question and determine the answer, you can get to work either fixing the problem or putting the focus in other areas. If you have a weak coach network, fix it. Expand your network, make more research calls, follow the 95-5 rule, find the win and create more coach relationships. If your capability in a specific geographic area is weak, shift the focus to a different area where you are strong. If your price is high, become the best at doing your research, identifying the value you bring, and communicating this value to the decision maker.

By doing this, we aren't sticking our heads in the sand and hoping no one finds our weaknesses. Instead, we are finding them, fixing what we can and setting the traps accordingly.