Our direct competitors are shouting about their new AI-powered features in every marketing campaign, making our traditional sales process look outdated even though our manual results are superior. How do we use our V/TO® Three Uniques to reposition our offering and keep our sales team focused instead of chasing every new tech trend?

Question

Tyler Smith · Accepted Answer

When competitors move fast with loud marketing, the temptation is to reactively deploy half-baked AI tools to save face. Do not fall into this trap. Instead, go back to your V/TO and look at your Three Uniques. Your Uniques are the specific combination of three things that make you completely different from your competitors.

If your competitors are relying on automated, template-driven AI outputs, your primary differentiator might actually become your rigorous, human-led verification and deep strategic partnership. Reposition your sales message to highlight this contrast. Teach your sales representatives to frame competitor AI features as generic, low-value commodities, while your service is framed as high-touch expertise that prevents costly mistakes.

During your weekly Level 10 Meeting, run your sales pipeline through the IDS process. Identify if you are actually losing deals because of a lack of technology, or if your sales team is simply lacking the confidence to sell against the AI hype. If you must adopt AI, do it to improve your internal capacity, not as a marketing gimmick. Keep your team laser-focused on your Core Focus and use your unique human leverage as your ultimate competitive advantage.