Last week, I spoke to a client who was facing a familiar dilemma: They had been invited to a large request for proposal (RFP), but they hesitated.
“We’re competing against the giant in the industry. And it’s a battle we’re unlikely to win.”
They were probably right, if they continued to play on the same terms.
In most industries, the big players have the advantage. They have the resources, the brand, and the relationships.
But that’s not where the game needs to be decided.
And this is where the reasoning in Malcolm Gladwell’s book “David and Goliath” becomes interesting.
David Was No Underdog
We love stories about how the small beats the large against all odds, à la David vs. Goliath. But according to Gladwell, we’ve misunderstood the point of this story.
David didn’t win against all odds. On the contrary, the odds were in his favor!
Goliath was big and strong, wore armor, and was superior in close combat.
David was fast, agile, and could strike with deadly precision from a distance. And because he refused to play by the giant’s rules, Goliath was actually defenseless.
Choose Your Playing Field: Goliath’s or David’s
Goliath’s Playing Field
When you follow the customer’s requirement specifications to the letter and compete on price and features, you are playing by Goliath’s rules.
Then you are compared on the same terms as everyone else. And there, the largest often wins, who isn’t always the best.
David’s Playing Field
Smart salespeople do something completely different. They take the initiative and shift the focus.
They say things like:
“What you think is the problem is actually just a symptom. The real bottleneck is here—and if you don’t solve that first, nothing else will have an effect.”
Or:
“Most in your industry believe that X is most important. But those who are actually winning right now are doing Y—and that’s where we can help you in a way no one else can.”
They move the focus. They change the rules of the game.
👉The Point. The best salespeople at smaller companies don’t play on the industry giants’ field.
They design the game so their strengths become decisive.
💡 So next time you feel like David against Goliath, you can ask yourself:
Am I playing on the giants’ terms? Or can I change the playing field?
Pitch Perfect helps you take control of the playing field, and together we build the strategy that maximizes your sales success.
