3 minute read
Most brands assume they’re competing on a level playing field—that customers are carefully weighing all their options before making a decision.
But that’s not how buying decisions actually work.
According to Peep Laja (via Wynter), the average SaaS buyer only seriously considers three options before making a purchase.
Three. That’s an incredibly short shortlist.
And if you’re not the incumbent (the market leader) or the dominant challenger (the safest alternative), then you’re the wild card.
Why This Matters for Geospatial Brands
Think about how many solutions exist in your category—mapping platforms, GIS tools, data analytics services, remote sensing providers.
Now, consider how fewer buyers are in the market right now due to cost-cutting.
And most importantly, consider this: two of the three shortlist spots are probably already spoken for.
If your brand is the wild card—the company that potential buyers only consider after ruling out the default choices—then your strategy can’t be the same as the industry leaders.
You have to actively fight for that third spot.
How to Get on the Shortlist
If your competitors are well-known incumbents, simply showing up isn’t enough—you need to differentiate with purpose. Here’s how:
1️⃣ Have an Unforgettable Content Strategy
Your competitors already have brand awareness. You don’t—yet. That means you have to:
- Show up frequently
- Be bold and memorable
- Take a stance that makes people pay attention
This is where top-of-funnel content plays a huge role. If potential buyers don’t know you exist, you’ll never make the shortlist.
2️⃣ Highlight Your Unique Strengths
Rather than focusing on what others offer, focus on what makes your approach different and valuable to the right buyers. Ask yourself:
- What do we do better or differently?
- What unique challenges do we help solve?
- What makes us the right fit for our ideal customer?
Your messaging should guide buyers toward recognizing where your solution aligns best with their needs.
3️⃣ Make the Choice Clear and Confident
Most brands rely on a generic “Why Us” page that could apply to any competitor. But if you’re the wild card, that’s not enough.
Your website, content, and sales messaging should clearly communicate:
- Who you serve best
- What makes your solution distinct
- Why your approach delivers the best results for a specific type of buyer
This is what April Dunford calls a Category Story—positioning yourself not just as an option, but as the best option for the right audience.
The Bottom Line
If you’re not the incumbent or the obvious challenger, you have to be intentional to make the shortlist.
➡️ Get in front of your audience often and in memorable ways.
➡️ Clearly define what makes your solution unique.
➡️ Ensure your website, content, and sales materials tell a compelling Category Story.
Most brands assume buyers are carefully comparing all their options. The reality? They’re looking for a reason to exclude you.
Make sure they can’t.
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