Product Launch Signal Play

Overview

Product launches — both your competitor's and your target account's — create buying windows. A competitor launch makes your prospect curious about alternatives. A target account launch signals new initiatives and budget. This play has two mirror-image variants: competitive displacement triggered by competitor launches, and initiative alignment triggered by account launches.

Authoritative Foundations

• Signal-Based Selling — Named methodology governing recommendations in this skill's process.
• Force Management Competitive Displacement — Command of the Message — persona-specific value narrative and differentiation per stakeholder.
• Winning by Design — SPICED — Bowtie lifecycle model — align sales, marketing, and CS on stage-based outcomes.

When to Use