Competitor monitoring in sales practice. How do you move from data to concrete decisions?
Companies today have access to a huge amount of information about their competitors. They can track prices, new products, marketing campaigns, changes in offers and other brands' communication. Access to data alone does not give an advantage, however. What matters is whether a company can correctly assess the significance of this information and turn it into concrete action. This is the topic of the webinar "Competitor monitoring in sales practice" (Monitoring konkurencji w praktyce sprzedażowej), which will take place online on 10 September 2026, 9:00–10:00.
The session is aimed primarily at people responsible for sales results, the offer, prices and the company's response to a changing market situation. Its main goal will be to show how to move from the stage of "we know what the competition is doing" to the far more important question: "what should we do with this knowledge?".
Why doesn't competitor data alone give you an advantage?
What matters most is not the amount of information collected but the ability to recognise which competitor moves really require a response, because competitor monitoring should lead to action.
A common problem for companies that monitor the market is collecting information that never influences any decision. Reports, summaries and analyses are produced, but after reading them the company carries on exactly as before. Yet competitor monitoring should lead to action. A price change by one of the rivals may be an insignificant signal or the start of a bigger trend. A competitor's new service may turn out to be a short-lived experiment or a solution that will soon become the standard for the whole industry. The same applies to marketing campaigns, changes in sales channels or a competitor's entry into a new segment. So what matters most is not the amount of information collected, but the ability to recognise which items really require a response. Much of the webinar will focus on this issue. Participants will learn a method for assessing competitors' moves that separates signals requiring action from those that can be deliberately ignored.
How does competitor monitoring support sales?
Monitoring gives salespeople information about competitors' price, offer and messaging changes, so they can prepare arguments and a response before a customer mentions a competitor's terms.
Well-designed monitoring can provide information used directly by the people responsible for sales. A competitor's price change may affect negotiations with customers. A new element of its offer may call for new sales arguments. A change in how benefits are communicated may point to new customer expectations. A salesperson or sales manager who knows the market situation is better prepared for a conversation with a customer. They do not have to react only when the customer tells them that a competitor has offered different terms. Monitoring helps them notice such changes earlier and prepare a response. That is why the webinar is aimed at, among others, people managing sales and making decisions about the offer, prices and strategy, as well as at salespeople developing the skills needed for managerial positions.
Should you respond to every competitor move?
Not every competitor move requires a response, and reacting too quickly can lead to a price war, copying unsuccessful ideas or drifting away from your own strategy.
One of the most important skills in monitoring is knowing when not to react. The mere appearance of a competitor's new promotion, product or campaign does not mean that the company should immediately do the same. Reacting too quickly can lead to a price war, copying unsuccessful ideas or drifting away from one's own strategy under the influence of other companies' actions. That is why effective monitoring should help to assess the significance of a given signal. Consider how big the competitor sending it is, which customers the change concerns, whether it fits into a wider trend and what consequences it may have for one's own business. Only then can you decide whether the company should react.
What does the competitor monitoring webinar cover?
The one-hour webinar covers moving from reports to decisions, assessing competitors' moves, the structure of a mitigation action plan and a market example with a plan template, plus five minutes for questions.
The webinar has been planned as a one-hour session focused on the practical use of monitoring. After discussing the most common problems in moving from reports to decisions and ways of assessing competitors' moves, participants will learn the structure of a mitigation action plan. An analysis of a specific market example and a presentation of a ready-made plan template are also planned. The last five minutes are reserved for questions and answers. You do not need a well-developed competitor monitoring system to take part. According to the organiser, the method presented is designed to work with incomplete data as well and to give participants a structure they can use when building their own process.
Who is the competitor monitoring webinar for?
The webinar is aimed not only at sales teams but also at people in marketing and those responsible for the company's responses to other players, and it takes place online on 10 September 2026.
The topics of the session go beyond the sales department alone. Competitor monitoring links sales, marketing, offer management and strategy. Information about a competitor's new move may require simultaneous changes to sales arguments, marketing communication, offer terms or the way a product is positioned. That is why the webinar is also aimed at people working in marketing and those responsible for the company's responses to other players' actions. The session will be led by Rafał Wiśniewski, business consultant and co-owner of MarketHub, who has more than 30 years of experience in managing business operations and the sale of goods and services. He runs sales workshops and risk management training, and as a trainer has trained more than 1,000 people.
The webinar "Competitor monitoring in sales practice" will take place online on 10 September 2026, 9:00–10:00. Participation is free of charge, and the organiser notes that places are limited.
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