How One Rep Won by Asking the Buyer to Disqualify a Competitor

Closing the Deal with Fexingo: Sales, Negotiation, and Revenue Conversations for Operators · Jul 30, 2026 · 8m · transcript

In this episode of Closing the Deal, Lucas and Luna explore an unconventional sales tactic: asking the buyer to eliminate a competitor from consideration early in the evaluation. They analyze a real case where a B2B SaaS rep, selling marketing analytics to a mid-market retailer, got the buyer to explicitly rule out one of three vendors. The hosts break down why this works — it surfaces the buyer's true preferences, creates psychological commitment, and shifts the reps position from one of three to one of two. They discuss the risk of seeming pushy, how to frame the ask around helping the…