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Your competition is EVERYTHING else your prospect could conceivably spend their money on.
Selling more of what you sell has nothing to do with what you sell. It has everything to do with your prospect's wants, needs, fears, goals, values and priorities.
That whole thing about, 'Hey, ex-catchers are the best managers.' Listen, pitching coaches have some brains, too. Sometimes they're not all there, but sometimes they are.