There are four types of surprise strategies: technical, organic, tactical, and strategic…
Let’s take a closer look at tactical strategy, the one your competitor—your “enemy”—does not expect.
You and your company are engaged in a potential deal. Every competitor is aware of the decision-makers and the decision-making process. The technical alignment phase is underway. The client has no particular emotional attachment; they simply want the best deal. You know your competitors’ products very well, but they may not yet be aware of your latest product because you chose a “silent” market introduction. This new product was developed to provide greater added value to the client.
This product is your trump card. When and how should you play it?
To ensure the surprise effect, keep it hidden—avoid any official promotions, whether on a small or large scale. Leave no trace on the web. Make sure that during the purchasing process, nothing prevents you from positioning your offer in this deal (e.g., references vs. a new product that has none, proven technology vs. your new technology). Also, ensure that the technical clarification phase remains open enough so that you can offer or execute the order with your new product or solution.
Play your trump card when the client asks for your final offer—your BAFO (Best and Final Offer). Your competitors will be caught off guard, unable to backtrack. Their only option will be to lower their price, sacrificing their margin.