From the course: Craft Your Sales Pitch with Competitive Differentiation
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Talking about the competition
From the course: Craft Your Sales Pitch with Competitive Differentiation
Talking about the competition
- How do you talk about your competition to your customers? You know, it's pretty easy to attribute moral failings and evil intent to your competition. But when you start talking that way in front of potential customers, you sound like a bunch of sparring siblings. You actually lessen your credibility when you trash the competition. Instead, you want to position yourself as a trusted advisor. You're someone who can help the buyer make the decision. Versus, the bickering masses. Now, there are two ways you can position yourself against the competition effectively and still be trusted. Number one, bring up the competitors. Don't wait for the buyer. When it comes from you, it puts you in the power seat. You frame the conversation. It shows confidence and expertise. You can say something like, you know, a lot of clients ask me how the various options stack up. Here's a way to think about it. And then…
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