Already decided
not really competing
Every enterprise sales rep has been there.
The RFP looks legitimate. Multiple vendors are invited. Everyone follows the same process. The customer asks thoughtful questions. Demos are scheduled. Procurement gets involved.
On paper, it's a fair evaluation.
In reality, the incumbent vendor often starts with an enormous advantage.
They're already installed. They have existing relationships. The customer knows their product, their support team, and the cost of staying put. Switching feels risky, even if another solution is better.
As the challenger, you do everything right. You uncover pain. Build a business case. Address every objection. Check every box.
Then the customer renews with the incumbent.
Not because you lost the evaluation.
Because you were never competing on equal footing.
This cartoon captures a frustrating truth about enterprise sales: competitive evaluations aren't always as competitive as they appear. The incumbent often begins the race halfway to the finish line, while the challenger is asked to prove they deserve a chance.
Experienced account executives recognize this situation immediately because they've lived it.
It's a reminder that sometimes the hardest competitor isn't another sales rep: it's the comfort, familiarity, and perceived safety of the current vendor.
If you've ever walked away from a deal wondering why months of work ended exactly where it started, this cartoon will probably feel familiar.
