Talking about the Competition

Tips for communicating the value of your solution over that of your competitors:

• Anticipate competitive attacks by knowing your competitors well
• Communicate a competitor’s weaknesses in ways that influence the customer
• Don’t be negative or defensive about the competition
• Ask questions about a customer’s interest in a competitor
• Keep your customer front and center when you sell competitively
• Allow your customers to draw their own conclusions about the competition

Overview/Description

Gaining knowledge and insight about your competitors is essential in helping you differentiate your solution. But knowledge is not enough. You have to be able to communicate that knowledge skillfully in the sales conversation. This Business Impact explores tactics for communicating effectively about the competition.

Target Audience

Experienced sales professionals who wish to improve their skills at communicating about competitors during sales conversations