Selling a Must-Have vs. Nice-to-Have: How to Win in a Competitive Market | Mark Van Oppen - 2040

Selling a must-have product sounds easier than selling a nice-to-have. But even when your solution is critical to a customer’s business, you still have competitors fighting for the same deal.

So, what makes a buyer choose you? In this episode, I talk with Mark van Oppen, CRO of SecureAuth , to talk about what it takes to sell a must-have solution in a competitive market.

Selling a Must-Have vs. a Nice-to-Have Mark explains why sellers should first identify whether their solution is truly critical to their ideal customer. A product should solve a real business problem rather than forcing urgency where none exists.

Finding the right Ideal Customer Profile (ICP) can determine whether a product becomes a must-have. Mark prefers selling solutions that are foundational to the customer’s business because they create stronger customer relationships.

Why Buyers Ultimately Buy Trust Having a must-have solution does not automatically mean a buyer will choose you. When multiple companies can solve the same critical problem, trust becomes a major differentiator .

Sellers build trust by doing what they say they will do. Trust also comes from demonstrating expertise and understanding the customer’s specific business problem.

Every interaction should reinforce the buyer’s confidence that you can solve the problem. Understand the Customer's Business, Not Just the Industry Sellers need to understand how a problem appears inside a specific customer’s business.

Different companies can experience the same technical problem in very different ways. Instead of using the same presentation for every prospect, sellers should tailor their conversations to the customer.

Deep research helps sellers speak directly to the customer’s situation instead of making the customer explain everything from scratch. This level of preparation can demonstrate expertise and build credibility.

Use AI Without Losing the Human Side of Selling It's possible that AI-powered sales tools would simply hide lazy sales behavior. He later became a supporter of tools such as Gong, call recording, automated notes, and follow-up summaries.

These tools can help strong sellers increase their effectiveness while reducing missed details. AI should support good selling habits, not replace attention, preparation, or customer empathy.

Manual note-taking still matters when automated tools are unavailable. The Three E's: Energy, Excellence, and Experience The three qualities Mark considers when hiring: Energy: The enthusiasm and commitment someone brings to the work.

Excellence: A demonstrated history of committing to and delivering high-quality work. Experience: Knowledge gained through time and exposure to a specific role or industry.

Mark puts them in that order because he believes experience can be developed, while energy and a demonstrated commitment to excellence are harder to teach. The "Say-Do-Say" Approach According to Mark, the phrase “say-do-say” describes another way of building trust.

First, clearly explain what you are going to do. Then, actually do it.

Finally, show the customer what you accomplished. This creates a clear connection between the customer’s expectations and the outcome you delivered.

It also helps sellers reinforce their credibility throughout the sales process. Using a Mutual Action Plan Mark’s team uses a Mutual Action Plan (MAP) during complex sales.

The MAP includes: The customer's problem statement and pain points. A list of tasks that need to be completed.

Stakeholders responsible for each task. Specific delivery dates.

Progress updates as tasks are completed. A commercial review covering the business side of the deal.

The goal is to create a shared plan where both the buyer and seller understand their responsibilities and can track progress together. Building Trust Through Execution A seller's job does not stop after making a promise.

Following through on commitments gives the customer evidence that they can depend on you. Documenting agreements makes expectations clear and reduces confusion.

Consistent execution becomes especially important when your product sits in the customer's critical path. Popular Quote: "The buyer ultimately buys trust from their vendor." — Mark van Oppen Resources Learn more about SecureAuth: Reach Mark van Oppen: mvanoppen@