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Last updated on 2024年6月11日

How can product teardowns improve your competitive analysis?

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If you're a sales professional, you know how important it is to understand your competitors and their products. You need to identify their strengths, weaknesses, opportunities, and threats, and use them to your advantage in your sales conversations. But how can you get a deeper and more accurate insight into your competitors' products? One way is to use product teardowns.

Product teardowns are a method of analyzing a product by breaking it down into its components and examining how they work together, what features they offer, and what value they provide. Product teardowns can help you gain a better understanding of your competitors' product design, engineering, functionality, quality, and cost. They can also help you discover their unique selling propositions, differentiators, and innovations.

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Rodrigo Portes

Palestrante de Vendas | Consultor de Vendas | Mentor de Vendas | Startups Sales Advisor | Embaixador de Marca | Vendas…
Venkatesan V.KULOTHUNGAN.

Associate Product Manager | Electronics and Instrumentation
José Ignacio Colmenares

Director comercial |Top voice 2024

1 Why use product teardowns for competitive analysis?

Product teardowns can help you improve your competitive analysis in several ways. First, they can help you verify or challenge the claims that your competitors make about their products. For example, if your competitor claims that their product has a superior battery life, you can check the battery capacity and performance by doing a product teardown. Second, they can help you identify the gaps and weaknesses in your competitors' products that you can exploit in your sales pitch. For example, if you find out that your competitor's product lacks a certain feature or has a poor user interface, you can highlight how your product solves those problems. Third, they can help you anticipate and prepare for your competitors' future moves and innovations. For example, if you notice that your competitor's product has a modular design or a hidden sensor, you can infer that they are planning to add new features or functionalities in the future.

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Rodrigo Portes

Palestrante de Vendas | Consultor de Vendas | Mentor de Vendas | Startups Sales Advisor | Embaixador de Marca | Vendas B2B Industriais | Vendas 4.0 | Indústria 4.0 | Transforma??o Digital | Automa??o Industrial
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Os desmontes de produtos oferecem insights profundos sobre os produtos concorrentes, possibilitando benchmarking e identifica??o de pontos fortes e fracos em design, materiais e tecnologias. Essa análise ajuda as empresas a inovar, otimizar custos, antecipar tendências e definir estratégias de precifica??o. Contribui também para evitar quest?es de propriedade intelectual. Ao entender melhor os produtos dos concorrentes, as empresas podem aprimorar suas estratégias, impulsionando a inova??o e refor?ando sua posi??o de mercado.

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Venkatesan V.KULOTHUNGAN.

Associate Product Manager | Electronics and Instrumentation
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Product teardown helps us to know about competitor capabilities also it reminds us to build the product better than the existing.

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José Ignacio Colmenares

Director comercial |Top voice 2024
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Los desmontajes de productos son una técnica que consiste en desarmar o descomponer los productos de la competencia para analizar sus componentes, funciones, materiales, costos y procesos de fabricación. Esto permite identificar las fortalezas y debilidades de los productos de la competencia, así como las oportunidades y amenazas que representan para tu negocio.

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Gerson Amorim
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O conceito de teardowns, é uma ferramenta de diagnóstico preciso e completo no processo analítico de desmontar um sistema, uma atividade, um fluxo, etc., e entender o conjunto de um negócio, servi?o ou produto. Para isso é necessário definir uma uma série de passos. Cada um desses passos desempenha um papel crucial na identifica??o de atritos e na melhoria da experiência do usuário.

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Erick Iarrusso

Head of Partnerships, Benzinga | Stocks | News | Events
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By breaking down competitors' products piece by piece, we uncover not just what they're made of, but the innovation and weaknesses behind them. It's like getting a behind-the-scenes look at their strategy and quality, which helps us pinpoint where we can edge them out or improve our own offerings. Plus, it's super insightful for our R&D to see those real-world applications and how we can adapt or innovate beyond what's out there. It's hands-on intel that really informs our next moves.

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2 How to do product teardowns for competitive analysis?

Product teardowns can be a great way to gain competitive insight, but there are several steps to consider. First, decide on the objectives and criteria you want to focus on. Then, acquire the products you want to analyze, either by buying, borrowing, renting, or using an online platform. Once you have the products, disassemble them using tools such as screwdrivers or heat guns, or follow online guides or videos. Examine the components and their functions with tools such as magnifiers or multimeters, or consult online databases or forums. Finally, document and compare your findings with cameras, spreadsheets, diagrams, or reports. You can also use online platforms to share and compare your product teardowns with others.

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José Ignacio Colmenares

Director comercial |Top voice 2024
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Selecciona los productos que quieres desmontar: Elige los productos que sean más relevantes, representativos y accesibles de tu competencia. Define los objetivos y el método de tu desmontaje: Decide qué aspectos quieres analizar de los productos, como los componentes, las funciones. Desmonta los productos y recopila los datos: Sigue el método que hayas establecido y desarma los productos con cuidado y orden. Compara los productos y extrae conclusiones: Una vez que hayas desmontado los productos, compáralos entre sí y con los tuyos.

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Sam Metzer

Senior Solution Architect
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Product Teardowns can be hard to perform (due cautious legal teams and other organizations). I have struggle to get them approved at a larger organization. That said, I have run a couple and here were the key focuses. 1) Screen shot every screen that's relevant (and perhaps seemingly not relevant) to your analysis. 2) Begin documenting key differences in available options and settings. 3) If documentation is unclear/unaccessible, test the feature. It might not work as advertised or have odd behavior. 4) Document findings 5) Distill down into a few talk tracks that can easily be used by the team and evangelize.

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3 What are the benefits of product teardowns for competitive analysis?

Product teardowns can provide you with a number of advantages for competitive analysis. You can gain a comprehensive and unbiased understanding of your competitors' products and how they provide value to their customers. Additionally, you can uncover new possibilities and ideas for refining your own product or developing new products that address the needs or issues of your target market. Furthermore, you can differentiate your product from your competitors' by showcasing the features, benefits, and advantages that your product offers over theirs. Moreover, you can establish credibility and trust with your prospects by demonstrating that you have done the necessary research and that you are familiar with your competitors' products. Lastly, you can counter objections and counterarguments from your prospects by displaying how your product is superior to or outsmarts your competitors' products.

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José Ignacio Colmenares

Director comercial |Top voice 2024
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Te permiten conocer los detalles técnicos y funcionales de los productos de la competencia, y cómo se relacionan con el valor que ofrecen a los clientes. Te ayudan a identificar las ventajas y desventajas de tus propios productos, y cómo puedes mejorarlos o diferenciarlos. Te facilitan la generación de ideas innovadoras para crear nuevos productos o servicios que satisfagan las necesidades del mercado. Te proporcionan información útil para establecer tu estrategia de marketing, precios y posicionamiento.

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4 What are the challenges of product teardowns for competitive analysis?

Product teardowns can pose some challenges for competitive analysis; such as not having the time, money, or skills to do them regularly, not having access to or permission for certain products, not having complete or accurate information about complex products, not being able to replicate or test certain features, and not being able to account for factors that affect performance or value.

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5 How to use product teardowns for competitive analysis in your sales process?

Product teardowns can be an invaluable tool for competitive analysis in your sales process. For instance, use them as a research tool to gather information about your competitors and their products before engaging with prospects. Product teardowns can also be used as a discovery tool to uncover prospects' needs, goals, challenges, and preferences, and how your product can address them better than competitors'. Additionally, you can use product teardowns as a presentation tool to demonstrate the value and benefits of your product in comparison to others. Moreover, they can be used as a negotiation tool to justify pricing and value proposition, and as a follow-up tool to reinforce your message and offer.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Pascal PERCHERON

Créateur de solutions marketing
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Article intéressant qui me rappelle la méthode Ferrari... Chaque année, l'écurie pratique cette méthode : elle décompose les solutions automobiles de tous ces concurrents. Mais ce que cette entreprise a de merveilleux, c'est qu'elle se pose la question suivante : Que donnera la technologie utilisée d'ici quelques années et pouvons-nous l'améliorer ? En procédant ainsi, l'entreprise s'assure de conna?tre parfaitement ses concurrents, mais s'offre également la possibilité de détenir des solutions toujours à la pointe de leur secteur...

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How can product teardowns improve your competitive analysis?

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3

4

5

6

1 Why use product teardowns for competitive analysis?

2 How to do product teardowns for competitive analysis?

3 What are the benefits of product teardowns for competitive analysis?

4 What are the challenges of product teardowns for competitive analysis?

5 How to use product teardowns for competitive analysis in your sales process?

6 Here’s what else to consider

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How can product teardowns improve your competitive analysis?

1

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3

4

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6

1 Why use product teardowns for competitive analysis?

2 How to do product teardowns for competitive analysis?

3 What are the benefits of product teardowns for competitive analysis?

4 What are the challenges of product teardowns for competitive analysis?

5 How to use product teardowns for competitive analysis in your sales process?

6 Here’s what else to consider

Sales Prospecting

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