If you’re obsessed about hitting your sales number, when the name of one of your competitors gets mentioned by a sales prospect it’s natural to feel a little defensive inside. Your prospects will be curious about exploring a few providers and you will want to deal with questions about your competition with a calm, cool head. Here’s my advice.
When they ask a question about the competition, be direct in your response
If someone asks you what other providers are in your market, or what providers you get compared to, don’t try to sidestep it. Don’t say there isn’t any whilst pulling a puzzled face, no-ones believes you, and don’t try to point them in the direction of another space in your market, no-one compares buying a Ford with a Porsche. Get straight to the point and be honest.
Compliment your competitors
If you’re nasty about your competitors, you’re not making them look bad, only yourself. If you’ve got competition, then people must be buying from them, which means they have value. What is that value? Why would someone buy from them and not you? When you get asked about why another provider is different lead the answer with a compliment. “AB Media is a really attractive solution if you’re under 25 employees because its pricing model benefits smaller business”. “T&T Solutions are a good choice for people who are looking for a simple product that doesn’t require any internal resource to make it effective” It’s an incredible way to build trust with your prospect.