Competitor and opposition models
When a prospect says a competitor is cheaper, a price comparison invites a discount. An opposition model gives you a value comparison instead: your product against the competitor's, driver by driver, worked from the same customer's numbers.
Before you start. You need a competitor value model in the workspace before you can attach one to a deal. If none exists yet, create one first (below). Competitor models are workspace-scoped, and opposition slots do not carry over when you move or copy a product to another workspace.
Create a competitor product
- Open Products. Left nav → Products → + New Competitor Product.
- Describe the competitor's product. valueIQ runs the same full analysis chain it runs for your own products, so the competitor model is ready to attach to deals when it finishes.
Build competitor products once and reuse them. Every deal that faces the same competitor can attach the same model.
Add a competitor to a deal
- Open the deal. Deal page → Competitors panel → Add Competitor.
- Pick the competitor value model. valueIQ creates an opposition slot on the deal that references it.
- Let the estimate run. valueIQ runs a scoped customer-variables estimation for the competitor, using the primary deal's customer variables as context. Both products end up valued against the same customer assumptions, so the comparison is about the products rather than about differing inputs.
Read the comparison
The Competitors panel in Deal Studio renders a side-by-side value breakdown: your product versus each competitor, driver by driver. You can see where your product creates more value, where the competitor does, and where the two are close.
Read it with Value Capture in mind. Value Capture is price divided by expected value, the share of the value created that the price takes. A competitor with a lower price and much lower expected value may be capturing a larger share of what they deliver than you are. That is the conversation to have with the buyer: what they get for the price, not the price alone.
How it feeds coaching and the business case
The comparison gives you the numbers for an objection response. In the Deal Copilot composer, use the Objection response quick action, paste the objection, and tag the drivers where your product leads so the reply is grounded in those figures. The Copilot returns the response for you to review; it never sends anything on your behalf.
The Sales Deck template includes a competitive comparison box, so a value story built for this deal can carry the comparison into what the buyer sees.
Tip. Keep competitor names out of what you share with the buyer unless the buyer raised them. Describe what your product delivers and let the comparison do its work.