On YouTube, actually.
While your engagements will keep you busy discovering, preparing, presenting, and following up, it’s a good practice to check out your competition once in a while.
Watch their demos. Take notes. Observe what they say versus what they show. They reveal an awful lot about themselves in a few short minutes.* See if you can duplicate their use cases with your solutions.
Your customers are watching these demos too**, so you’d better be familiar with the expectations they’ll have of you. These demos are the table-stakes in the game. The better ones will set the competitive bar. Match the competition’s bid, raise ’em, and call.
You should be knowledgeable enough of your competition to do a better job positioning their solutions than they would.
Because you’re the best.