{"id":5575,"date":"2025-08-12T14:27:45","date_gmt":"2025-08-12T04:27:45","guid":{"rendered":"https:\/\/firmable.com\/?post_type=resource_post&p=5575"},"modified":"2026-02-09T15:37:45","modified_gmt":"2026-02-09T04:37:45","slug":"target-competitor-customers","status":"publish","type":"resource_post","link":"https:\/\/firmable.com\/sg\/resources\/gtm-plays\/target-competitor-customers\/","title":{"rendered":"Target your competitor’s customers"},"content":{"rendered":"\n
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Your play<\/h2>\n\n\n\n

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Companies already using a competitor product have typically acknowledged the problem, allocated budget, and chosen a solution. That makes them some of the most informed, and often most receptive, outbound targets. <\/p>\n\n\n\n

Many outbound teams avoid competitor accounts because they assume the deal is \u201clocked up\u201d or too hard to displace. In reality, dissatisfaction, gaps, and change cycles are common, especially when solutions are rigid, expensive, or poorly adopted. <\/p>\n\n\n\n

This play shows SDRs how to identify companies using competitor products, prioritise those that match your ICP, and reach out with relevance. By leading with context instead of a hard pitch, SDRs can open conversations that feel informed rather than interruptive. <\/p>\n\n\n\n

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Tools<\/h2>\n\n\n\n

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Firmable<\/strong>: Use technographics, filters, and company profiles to identify companies using competitor products and narrow them to ICP-fit accounts.<\/p>\n\n\n\n

Digital channels<\/strong>: You could use phone, email, and LinkedIn in this play to reinforce relevance. <\/p>\n\n\n\n

CRM<\/strong>: Push competitor accounts into your CRM, assign ownership, and track outreach and outcomes in one place.<\/p>\n\n\n\n

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Actions<\/h2>\n\n\n\n

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Step 1: Lock in your ICP<\/h4>\n\n\n\n

Start by clarifying which competitor products you want to target and what \u201cgood fit\u201d looks like. Include factors such as region, headquarters location, company size, industry, and buying role. <\/p>\n\n\n\n

This ensures you\u2019re targeting competitor customers that are realistically worth displacing. <\/p>\n\n\n\n

Step 2: Run AI search and review results<\/h4>\n\n\n\n

Type your ICP into Firmable\u2019s AI search to generate a list of companies using competitor products. Firmable\u00a0applies filters\u00a0automatically, so you start with a high-fit. Quickly scan the top results and, if needed, refine further with filters such as\u00a0technographics,\u00a0location,\u00a0headquarters, or industry. <\/p>\n\n\n\n

Step 3: Quick research  <\/h4>\n\n\n\n

Open the company profile for a quick scan to understand the business, size, structure, and any signals that suggest change or dissatisfaction. You\u2019re not looking to prove why they should switch. You\u2019re gathering enough context to ask relevant questions. <\/p>\n\n\n\n

Step 5: Outreach with purpose <\/h4>\n\n\n\n

Contact the account with messaging that acknowledges their current setup without attacking it. Lead with curiosity, common pain points, or moments where teams typically reassess tools. <\/p>\n\n\n\n

Can\u2019t\u00a0get hold of them? Follow up with an email,\u00a0light-touch LinkedIn connection message, and set a CRM task to follow up.\u00a0\u00a0
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Templates<\/h2>\n\n\n\n

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Email outreach<\/h4>\n\n\n\n

Subject:<\/strong> Quick question <\/p>\n\n\n\n

Hi [First name], <\/p>\n\n\n\n

I noticed you\u2019re currently using [competitor]. Teams we speak with often reach out to us when they\u2019re reassessing how well their setup supports [outcome or workflow]. <\/p>\n\n\n\n

Would it be worth a quick conversation to compare notes and see if it\u2019s relevant for you? <\/p>\n\n\n\n

[Your name] <\/p>\n\n\n\n

Call opener <\/h4>\n\n\n\n

\u201cHi [First name], it\u2019s [your name] from [company]. I noticed you\u2019re using [competitor] and wanted to reach out. We often speak with teams at this stage to understand what\u2019s working well and where they\u2019re seeing gaps.\u201d <\/p>\n\n\n\n

LinkedIn message <\/h4>\n\n\n\n

Hi [First name], noticed you\u2019re using [competitor] and thought it could be useful to connect. Always good to compare notes on what\u2019s working and what\u2019s not.<\/p>\n\n\n\n

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Metrics<\/h2>\n\n\n\n

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