You’re fighting against The Incumbent Advantage. I’ve met hundreds of $3-15 million B2B service CEOs in private executive roundtables discussing the same challenge: how do you unseat a giant corporate competitor already on the inside when nobody knows your name? Research shows 84% of B2B buyers choose vendors they’ve already worked with. Allison Kube from Capital One says this in every one of our Executive Roundtables: “It’s the most difficult thing you need to fight against – the person already doing that job. You have to give the buyer a reason why.” Indeed, corporate buyers purchase from their shortlist if they’ve heard of them 95% of the time because there’s so much risk involved with unknowns.

Find the Gap Giants Are Too Big or Lazy to Fill

When I managed 720 SKUs of pens and stationery at BIC, our giant global ad agency couldn’t help with one specific niche need: making a pencil program at schools. Although we had global contracts, we hired another firm niched and specialized only in elementary schools. When you find gaps through super-niching – something giants can’t fulfill – you win. Giants serve bigger clients and bigger needs without expertise or desire to fill tiny crevices. Identify these so you can popcorn your way in on smaller scale pilots, then upsell, cross-sell, and gain trust.

Manufacture Your Inside Person and Build Visibility

Buying committees now average 13 people – if you can’t get to one, get to another. Winning campaigns contacted at least 11.4 people inside the same company, and 82% of buyers trust their co-workers’ info. B2B buyers do 85% of the buying journey online. If you’re not a super-niched thought leader and AI isn’t finding you when decision-makers search for advice, you’re never recommended. Only 17% of buying time is direct vendor contact – they self-serve online and want to reach out when ready. Speak at their conferences, network in their industry, show thought leadership in private Slack communities, niche LinkedIn groups, and industry forums. Only 3% of buyers trust sales reps – they trust industry peers. Unless you’re in front of their peers with consistent content about how you help, you’re too risky.

Reduce the Risk of Switching With a Business Case

Give them comfort through visibility, credentials, and credibility. My books, speaking engagements, partnerships, and television appearances give safety because when prospects continually see you at their industry events, they know your name. Research shows 49% didn’t buy wanted products because they feared losing their job or face. Offer a pilot – low commitment, low risk, low budget popcorn project the giant incumbent isn’t handling. Arm your inside person with a business case template showing cascading cost of status quo, ROI numbers, case studies, and dollar impact of switching. Present a transition plan so nothing gets missed.

Make them say “nobody got fired for sticking with status quo until it became a competitive liability.” When you can say that, you’re qualified to unseat the giant inside.

Want to reposition your messaging to grow your leads? Follow me on X, friend me on Facebook,watch my Podcast onYouTube or connect with me on LinkedIn –and let’s talk.