The subject seems so relevant in these troubled times, when competition can get ugly due to the desperation to survive.

I believe that it is not bad to talk about competition, as long as you are the first one to start the debate. The basic premise is that most of our Customer’s are intelligent (just like us), except for a few exceptions who are gullible. So it is quite possible for some of our prospects to fall for it when competition goes about bashing us. We have no choice but to respond to each of these situations, but also manage to steer the discussion towards the customer’s need and why we are better.

One thing that certainly worked for me is slightly similar to the approach of Hal. Except that in this case, i managed to speak to pre-empt to the customer on being contacted and also on what he was bound to hear. So when Razzmataz went in for his usual bashing script, he ended up making a fool of himself and still continues to do so.

All in all, fantastic debate and thanks to all the contributors for some fabulous ideas on objection handling.

Your customer will know what to do if you have shown them why your product is superior.

Terrific example!

Being a successful CFA is about developing rapport and trust. The guy you met doesn’t get that — he must think it’s about technical skills.

Cheers,
Art

If asked how my product compares to a competitor, I talk about my COMPANY and how it is different from the vast majority of my competitors & why that delivers a better product, service and value.

If pressed for intel about a competitive product, I may give the top reason why we get calls from their customers looking to make a change.

And if someone really insists on my opinion (and some customers do) – then I tell them my only yardstick is “would I send them a resume if I were looking for work” and give them my short list (which has only two products on it) along with reasons why all the rest aren’t on the list.

I read your question several times and I keeping coming to the same conclusion. Why did you ask the question?

Has anyone made a case “for” bashing the competition? Sure, some salespeople do it all the time, usually to their own peril, as in Shelly’s story.

And it shouldn’t be about taking the low road or the high road. Why not take the right road?

If someone raises a competitor’s name, there’s no reason to say anything more than, “I see.” or “Yes, I’ve heard of them.” (If it’s a small competitor, you might get away with a cheeky response such as, “Gee, I’ve never heard of them.”) Generally, any comparison, GOOD or BAD, puts you in a weak defensive position.

Years ago, a salesman had a terrific response when I mentioned his competitor. He said, “If you’re talking with them and with me, one of us has done a poor job of prospecting.” Then he just smiled at me until I asked the obvious question, “What do you mean?” He pointed out how his product was best suited for my needs. Good tactics on his part! He changed the base. It wasn’t his product compared to Brand X. It was my needs compared to his product. Brand X never came up again in the conversation.

The lesson I learned was to compare the client’s objectives to your product or service. No need to compare your product to the competition. In most cases, when you compare yourself to the other guy, you lose control.

If I sell Mercedes Benz and you tell me you mention BMW, it’s foolish of me to bash BMW, or suggest MB is better. I’d say, “They (I wouldn’t say BMW) make a fine car. Let me ask you this, what’s really important to you about a new car?” I’d focus on the things you want (after asking lots of questions and listening), and then show you how MB best delivers those things based on your wants and needs.

There’s rarely a good reason to talk good or bad about your competition. Talk about how your product can best help the client.

Cheers,
Art

Have a great day!
Jennifer Kerrigan
Background Investigation Bureau
http://www.bib.com

To date my company has taken the high road with our competition and have heard often the competition is not…they are bashing in a feeble attempt to gain business. What I’ve learned…it always gets back. I am hearing what the competition is saying because my contacts don’t appreciate it and are passing the information along to me. I, in turn, would suspect that if we were bad mouthing it would not make a good impression and it would get back allowing the other company to take advantage.

Always the high road in my opinion!