Why You Need Competitive Intelligence More Than Sales

Hi community,

Today, let's talk about something we ALL love: sales.

But here’s the thing: like I said before, you need competitive intelligence more than sales.

Now, I know what you're thinking:?

"Isn’t sales the very lifeblood of any business?”?

“How could ANYTHING be more important than sales?”

“Entrepreneurial blasphemy!”

I hear you.?

There’s no denying that sales are important—heck, they’re crucial for any business.??

But (yes, there’s always a but) focusing only on sales is like focusing on the frosting while ignoring the cake.?

Sure, it’ll still be sweet—but only for a while. And it certainly is not going to keep you full.?

So what does??

Let’s talk about the REAL cake: competitive intelligence. And why, as service-based entrepreneurs, coaches, and consultants, you need it more than those quick-win sales numbers.

Sales Will Get You Today’s Win—But What About Tomorrow?

“If your focus is only on sales, you’re likely missing the bigger picture.”

The truth is, we all love a good win.?

A quick, solid sale? Score! Keep ‘em coming.

But here’s another—lesser-known—truth: sales are fleeting.?

No, no, I’m not saying stop selling—heck no! But I am saying that if your focus is only on sales, you’re likely missing the bigger picture.?

Imagine you're a coach running a workshop. Sure, you might sell out your event, but if you haven't done the competitive intelligence homework, you could be missing insights that lead to the next big opportunity—what your clients really need (but can’t articulate yet), or the rising trends your competitors haven’t tapped into.

Competitive intelligence is like getting a peek behind the curtain into the future so you can shape it, not just react to it.

What Exactly Is Competitive Intelligence?

Competitive intelligence isn’t just spying on your competitors (although keeping tabs on them is part of it).?

It’s understanding the market landscape—what your competitors are doing, where the industry is headed, and, most importantly, what your customers are thinking before they even know what they need.

Here’s a fun example: Remember when Blockbuster dominated and Netflix was just the new kid on the block mailing DVDs? Blockbuster focused on sales—they kept trying to get more people to rent videos. Meanwhile, Netflix was focused on competitive intelligence—they spotted the shift in customer behavior towards streaming.?

And we all know how that story ends.

In service-based industries, it’s the same. If you’re still focused on selling your core services without anticipating where the market is headed, you’re risking a Blockbuster moment. Instead of trying to sell more of what worked in the past, use competitive intelligence to evolve your offerings and stay ahead.

Shift from Sales to Strategy: How to Get Started

“When you have a pulse on your competitive landscape, sales come easier…”

Sounds risky, right??

Shifting from a sales-first mindset to a strategy-first approach might scare you—I get it.?

But the truth is, when you have a pulse on your competitive landscape, sales come easier because you’re offering what people want before they even realize it—how does anyone say no to that, huh? ??

Now that that’s settled, here are three ways to start using competitive intelligence right now.

1. Spot the Gaps in the Market (Where Your Competitors Aren’t Looking)

“The real opportunity lies in what they [your competitors] are NOT doing.”

It’s easy to get caught up in what your competitors are doing right. But the real opportunity lies in what they’re not doing.

Here’s an example: one of my clients, a leadership coach, was struggling to stand out in a sea of similar offerings. She could have tried more aggressive sales tactics, but instead, we dug deep into her competitors.?

What did we find??

Most of them were offering rigid, one-size-fits-all leadership programs. We realized her strength lay in her ability to customize coaching for mid-sized companies undergoing change. So, we repositioned her business around customized, transitional leadership coaching, filling a gap her competitors had overlooked. Sales followed naturally once she became the go-to expert in that niche.

2. Understand Not Just What Your Competitors Are Doing, But Why

“You don’t have to follow the crowd—sometimes, competitive intelligence shows you why not to.”

It’s one thing to know your competitors' pricing models or offerings, but what’s their strategy behind it?

For instance, many consultants jump on the latest service trends without understanding the “why” behind their competitors’ moves.?

I once worked with a consultant who was perplexed because a competitor had started offering lower-priced entry packages. Instead of following suit, we analyzed the competitor’s client base and market shifts. Turns out, that competitor was targeting a new demographic—smaller startups that needed a basic service.?

We kept my client’s pricing where it was but pivoted her messaging to emphasize the premium value she offered. She attracted higher-end clients who were happy to pay more for her specialized expertise.

Remember: you don’t have to follow the crowd—sometimes, competitive intelligence shows you why not to.

3. Use Intelligence to Innovate, Not Just Imitate

“She filled a need the competition didn’t even realize was there—and her business skyrocketed.”

Don’t just use competitive intelligence to copy what’s working for others. Use it to innovate.?

For instance, if you see a competitor offering group coaching, don’t just throw together your own version of a group coaching program.?

Dig deeper: What’s the format? How are clients responding? What needs aren’t being met? This kind of analysis can help you take an existing model and make it better.

A good example here is one of my clients who runs a wellness consulting business. After analyzing her competitors, we saw a rise in virtual wellness retreats (thanks, pandemic).?

Instead of copying, we identified a gap: most virtual retreats were one-size-fits-all. So, we helped her launch a customized, hybrid wellness retreat experience, blending both virtual and in-person elements tailored to each client. She filled a need the competition didn’t even realize was there—and her business skyrocketed.

Why This Matters for You

“You’re not selling products—you’re selling expertise and transformation.”

As service-based entrepreneurs, consultants, and coaches, we’re often in the business of relationships. You’re not selling products—you’re selling expertise and transformation.?

And that means you need to know your clients—and your competition—inside out.

Competitive intelligence lets you tailor your offerings in ways that deeply resonate with your audience. It helps you innovate, stay relevant, and—let’s be honest—stand out as the go-to expert. It ensures you’re not just chasing today’s sales but building tomorrow’s success.

So, Sales or Intelligence?

The bottom-line: You don’t have to pick one or the other.?

But competitive intelligence should always be the driver of your sales strategy. When you understand the market, your competitors, and your customers deeply, selling becomes a byproduct of doing the right things. It’s like getting your ducks in a row—sales naturally follow.

So, go out there, do your homework, and let competitive intelligence guide you. And remember: Don’t just follow trends. Set them.

With gratitude,

Saleema

P.S. If this resonated, I’d love to hear how you’re planning to integrate competitive intelligence into your business. Share your thoughts and let’s keep the conversation going!