Competition Quote by Don Cooper
“Your competition is EVERYTHING else your prospect could conceivably spend their money on.”
About This Quote
Source Business: Sales Strategy Handbook, 2015
Competition includes all alternatives a prospect might spend money on; understand the full market landscape.
In simple terms: Know all alternatives customers consider.
Key Takeaway
Map every spending option.
Themes
competition
market
customer insight
Mood
analytical
strategic
Type
business
educational
When to use this quote
- advertising
- product development
Key Concepts
marketing strategy
consumer behavior
Questions to Reflect On
- What non‑direct alternatives could win a customer?
- How can you differentiate beyond price?
A Different Perspective
Focusing only on direct rivals can miss hidden threats.
