When it comes to your competition, how do you handle yourself during a sales call? Do you bash them? Do you exaggerate your company? Do you argue or debate with a prospect why they should do business with your company rather than your competitor? Unfortunately, if you’ve gone down this road, your emotions got the best of you, and trust and respect went out the window. We all want to aggressively compete, but “mudslinging” your competition is not the right approach. So, how should you properly address the competition? Simple. Tell YOUR company’s story.
A successful sales person will understand the competitive landscape in their industry, and they will highlight what makes their company unique and special. They will not allow themselves to be trapped into a negative conversation during a sales call. You’re not supposed to be the subject-matter-expert regarding your competition; however, you must be the silver-tongued orator of your company.
Focus on the value that your company provides to the industry. Explain or show why your product or service is superior. Clearly discuss what makes you different. Keep the customer engaged with your solution. In order to accomplish this make sure you understand your customer’s questions, concerns and vision.
So how do you address the competition? Tell your customer the story that no one else can tell, and you won’t go wrong.
