Market Share Pressure: When Urgency Works in Your Favor

January 27, 2025•4 min read•By btlcrds
market share pressurecompetitive threatsB2B sales urgencycompetitive advantagemarket positioningsales strategy

Market Share Pressure: When Urgency Works in Your Favor

Market share pressure creates natural urgency in B2B sales. When companies face competitive threats or market position challenges, they're motivated to act quickly. According to McKinsey research, companies under market pressure often need to make strategic moves to maintain or regain competitive position (McKinsey). This guide shows you how to leverage market share pressure ethically in sales.

Understanding Market Share Pressure

Market share pressure occurs when:

  • Competitors Gain Ground: Competitors are winning deals or customers
  • Market Position Erodes: Company is losing market share
  • Industry Shifts: Market trends favor competitors
  • Customer Churn: Customers switching to competitors
  • Analyst Warnings: Industry reports showing competitive disadvantage

Identifying Market Share Pressure Signals

Public Signals

  1. Earnings Calls: Mentions of competitive pressure, market share challenges
  2. Press Releases: Competitive responses, market positioning
  3. Industry Reports: Analyst mentions of market position
  4. Customer Losses: Public customer wins by competitors
  5. Strategic Initiatives: New competitive positioning efforts

Customer Conversations

  • "We're losing deals to [competitor]"
  • "Our market share is declining"
  • "Competitors are moving faster"
  • "We need to respond to [market trend]"
  • "Analysts say we're falling behind"

Leveraging Market Share Pressure

1. Frame as Competitive Response

Approach:

  • Position your solution as addressing competitive threats
  • Show how it helps regain or maintain market position
  • Create urgency around competitive timing
  • Demonstrate competitive advantage

Example: "I know [Competitor] is gaining market share in [segment]. Our solution helps companies like you respond quickly and regain competitive position. Here's how..."

2. Quantify the Cost of Inaction

Framework:

  • Calculate market share loss impact
  • Estimate revenue impact of competitive disadvantage
  • Show time sensitivity
  • Demonstrate opportunity cost

Example: "Every quarter you delay, [Competitor] gains 2-3% market share. At your revenue level, that's $X million in lost opportunity annually."

3. Create Competitive Urgency

Framework:

  • Reference competitor moves
  • Show market timing
  • Highlight window of opportunity
  • Position as competitive necessity

Example: "[Competitor] just launched [initiative] targeting your market. Companies that respond within 90 days typically maintain position. Those who wait 6+ months lose 15-20% market share."

4. Position as Market Leadership

Framework:

  • Show how solution enables market leadership
  • Demonstrate competitive differentiation
  • Highlight market positioning benefits
  • Connect to strategic goals

Example: "Market leaders in your industry are using this approach to maintain competitive advantage. Here's how it positions you ahead of [competitor]..."

Ethical Considerations

Do's

✅ Use real, verifiable market data ✅ Focus on helping customers compete ✅ Provide genuine competitive value ✅ Create legitimate urgency ✅ Support strategic goals

Don'ts

❌ Create fake competitive threats ❌ Exaggerate market pressure ❌ Use fear tactics inappropriately ❌ Misrepresent competitive situation ❌ Manipulate with false urgency

Common Mistakes

1. Overstating Threats

Don't exaggerate competitive pressure. Use accurate, verifiable information.

2. Creating Fake Urgency

Only use real market dynamics. Don't invent competitive threats.

3. Ignoring Value Beyond Competition

Competitive response is important, but show additional value beyond just competing.

4. Not Understanding Market Context

Know the actual competitive landscape. Don't make claims you can't support.

5. Being Too Aggressive

Market pressure is real, but don't use fear tactics inappropriately. Be helpful, not manipulative.

Conclusion

Market share pressure creates natural urgency in B2B sales when used ethically. By identifying real competitive threats, quantifying the cost of inaction, and positioning your solution as enabling competitive response, you can create legitimate urgency while helping customers address real market challenges.

Remember: Market pressure is a real business driver. Use it to help customers compete, not just to create sales pressure.

Related Resources

This article is part of our series on market leverage in B2B negotiations. Learn how to use competitive dynamics strategically.