People who recently bought from you after scouting the competition are a rich source of information. It’s worth talking to them to see what they can tell you about how your product or service compares to the rest of the market. Ask them if they would explain why they chose you, what strengths they perceived. If you know them well, ask if they will send you copies of your competitor’s proposals.
Often times, professional salespeople overlook the importance of current clients. These past clients are more likely to buy from you in the future… ask them for more sales! Your sales training initiatives must include sales training for current clients. This is a great method for building the great sales team you want and need.