Sales professionals often lose deals because prospects view their solutions as interchangeable with competitors. When price becomes the only differentiator, winning deals gets harder. The solution? Trap-setting.

Trap-setting helps position your solution as the only viable option by influencing the buyer’s criteria early in the sales process.

In this blog, we’ll explain how top sales pros use trap-setting techniques to win deals and disqualify competitors.

Step 1: Define Your Differentiators

Start by identifying what sets your product apart. Categorize differentiators into three types:

1. Unique – Features only you provide.

2. Comparative – Features you share with competitors but deliver better.

3. Holistic – Advantages based on your company’s strengths, like superior support or faster innovation.

💡 Pro Tip: List 3–5 differentiators and link them to specific customer challenges.

Step 2: Introduce Differentiators Early

Frame differentiators as requirements for success during discovery calls. For example:

• "Many companies with [problem] have found that [unique feature] is critical to achieving [result]."

• "Teams we work with often prioritize [comparative differentiator] to avoid [common pitfall]."

💡 Pro Tip: Shape the buying criteria by tying differentiators to the customer’s desired outcomes.

Step 3: Use Customer Stories to Reinforce Value

Trap-setting isn’t about forcing features on prospects—it’s about demonstrating impact.

• Share real-world examples of how customers benefited from your differentiators.

• Highlight ROI and avoided risks by using your solution.

💡 Pro Tip: Frame stories as evidence that your approach works better than competitors.

Step 4: Set Traps for Competitors

Anticipate objections and weaknesses in competitor solutions. Position these as risks:

• "We’ve seen that tools without [specific feature] often struggle with [specific problem]. How are you thinking about that?"

• "Clients who chose alternatives before switching to us often faced [negative consequence]. How would you address that?"

💡 Pro Tip: Make prospects feel their success depends on capabilities only you provide.

Step 5: Lock in the Decision Criteria

Guide prospects to define decision-making criteria that match your differentiators.

• "Would you agree that [feature] is essential for addressing [specific challenge]?"

• "Are you looking for a vendor who can guarantee [holistic advantage]?"

💡 Pro Tip: Summarize their criteria in follow-ups to solidify expectations.

Why Niyora Simplifies Trap-Setting

Niyora helps sales teams:

• Identify buyer priorities through AI-driven research.

• Match differentiators to specific needs.

• Track engagement data to refine positioning throughout the sales process.

With Niyora, you’ll have the insights and tools to execute trap-setting techniques confidently and consistently.

Conclusion: Trap-setting transforms sales conversations by shifting focus from price to value. By defining differentiators, aligning decision criteria, and disqualifying competitors early, you can create urgency and close deals faster.

Ready to make your product the only choice? Try Niyora today.