Winning in sales isn’t just about making the sale – it’s about securing a spot as the go-to provider, the supplier of choice. That’s what we call Preferred Position. It’s not just about being in the game – it’s about owning the field. But getting there isn’t as simple as showing up. It takes a calculated, strategic approach.

Step 1: Prioritize the Right Business

Not all deals are created equal. Some accounts are high-value, while others might drain time and energy without delivering much return. The key? Knowing which opportunities to chase and which to leave behind. Focus on those that will move the needle.

Step 2: Assess Where You Stand

Where are you right now in your customer relationships? Are you their top choice, or just another option in a sea of suppliers? If you’re not in Preferred Position, you’re likely in one of these categories:

• Uncertain – They don’t know you well enough to choose you.
• Peripheral – You’re an option, but not a priority.
• Shared – You’re splitting business with competitors.
• Negative – You’re out of the running before you even start.

To change the game, you need to see your position through your customer’s eyes. What value are you bringing to the table?

Step 3: Evaluate What’s Possible

Once you know where you stand, it’s time to figure out where you can realistically go. Can you win all the business? If not, how much of it? Understanding decision-makers, their priorities, and what defines success for them helps set the stage for growth.

Step 4: Set Clear Objectives

Wishful thinking won’t get you Preferred Position. Define what success looks like with specific, measurable goals. Then, build a game plan. A solid strategy doesn’t just live on paper – it’s backed by clear action steps that turn goals into results.

Step 5: Master the Selling Process

Having the right skills is crucial, but applying them at the right time is what separates top sellers from the rest. A proven sales process includes:

• Investing in the Relationship – Aligning your goals with your customer’s success.
• Finding the Area of Opportunity – Understanding what truly matters to them and why.
• Making the Customer Part of the Solution – Co-creating the outcome so they feel ownership in the decision.

Executing this process with precision builds trust, delivers value, and ultimately secures your spot as the go-to supplier.

Preferred Position isn’t something you luck into – it’s something you earn. The right mix of strategy, execution, and relationship-building can take you from just another option to the only option.

Are you already in Preferred Position? Learn how to stay there…