We’re all used to hearing “we’re already speaking to another vendor” or “we’ve decided to go a different route.” But what if you could see those objections coming, and influence the outcome before the competition is even brought up?

That’s what competition trap setting is all about.

Rather than trying to win by being louder, cheaper, or flashier, you win by being smarter. It’s about helping your prospects uncover the hidden risks of their other options - all without a single bad word about the competition.

Let’s unpack what this strategy looks like, why it works, and how to start using it today.

What is Competition Trap Setting?

At its core, competition trap setting is a proactive way to position your solution as the best choice, without explicitly saying so.

Instead of “selling,” you’re helping prospects come to their own realisation that other options might not be fit for purpose. And you do it by asking questions that surface doubt and highlight risk. Done right, it can turn your deal from “one of many” to “the only viable option.”

There are four categories of competition you need to prepare for:

1. Direct Competitors – Other providers with similar features or outcomes.
2. Competing Initiatives – Different internal projects drawing on the same budget.
3. Status Quo – The default choice to do nothing and carry on as-is.
4. DIY (Do It Yourself) – Building or managing a solution internally.

The trick? You’re not just defending against each type, you’re setting intellectual ‘tripwires’ early in the conversation to make sure your prospect thinks twice before walking into the arms of one of these alternatives.

Why It Works (and Why Most Reps Don’t Do It)

Trap setting is powerful because it creates self-discovery. Your prospect realises the risk - not because you told them, but because they arrived at that conclusion themselves.

This approach is underused because it takes skill. You can’t force it, and you can’t fake it. You need to ask smart questions, listen carefully, and guide the conversation with empathy.

When you pull it off, you elevate your project from a “nice-to-have” to a “mission-critical priority.” And in a world where budgets are shrinking and every team is fighting for attention, that shift in perception makes all the difference.

A Real Example in Action

Let’s say you’re selling sales training, and your prospect is also considering a digital sales room tool to help reps share materials and loop in stakeholders.

You could say:

“If your digital sales room rollout is successful but your reps still struggle to engage multiple stakeholders in the sales process, how will that impact your ability to close complex deals?”

That one question triggers reflection. It forces them to consider a possible failure in their plan, and the downstream consequences, without you telling them they’re wrong.

That’s the trap. And if you’ve done your discovery right, the trap closes itself.

Plant Doubt, Not Distrust

Let’s be crystal clear: this isn’t about misleading anyone. It’s about helping your buyer make the right decision for their business.

The best trap-setting questions do three things:

1. They identify a blind spot.
2. They surface the risk of ignoring that blind spot.
3. They tie the risk to a measurable business outcome.

You’re not trying to sow chaos or manipulate. You’re being a partner in problem-solving, one who brings clarity, not confusion.

Want to Use This Today? Here’s How

If this has got you curious, we’ve built an entirely new course around this approach in Sales University, available now for Advanced and Elite members.

As a bonus, on a recent episode of the Hit Your Numbers Podcast, with Richard Washington, we also gave away a discount code if you were thinking of signing up today.*

As always, you can DM me (James Bissell) on LinkedIn for a demo or if you have any other questions about the new course of competition trap setting.

*Discount code only valid until August 2025. Terms and Conditions apply.