Never mentioning the competition is an old selling rule that has some merit. But what should you do if your prospect brings up the competition?
Here are four good tips to handle that situation:
- You have to respond to direct questions about competing products. Just make sure you have all of your facts straight. If you don’t know the answer to a specific question about a competitive product, simply say so. Avoid generalizations about the competition and its products. Your credibility will suffer if you make inaccurate statements.
- Try to avoid criticizing the competition. If you’re asked to make direct comparisons with competing products, stick to the facts. Don’t make emotional comments regarding apparent or real weaknesses. Prospects tend to become suspicious of salespeople who are overly critical of the competition.
- Recognize that questions about the competition can be turned into a plus. Prospects want to be assured that they’re making the best possible purchasing decisions. There’s no better way to convince them than to demonstrate how your product or service stands up against the competition.
- Seize the opportunity to differentiate your product or service from the competition. Don’t just assume they see your uniqueness – ask them. If your prospects can’t easily and quickly explain why you’re different from the competition, you need to review your presentation.
