If you want to proceed through the buying process with your prospect as smoothly as possible and move closer to earning the sale, then one thing you’ll want to keep in mind is to never insult your competition. For instance, suppose your competitor’s name is brought up in the sales conversation and the prospect asks, “What do you think about the ABC Company?”
If this happens, you always want to respond respectfully. As an example, you could say, “John, ABC is a well-run company. Their products are pretty solid, and the people who’ve bought them probably didn’t make any major mistakes. At the same time, though, we believe that what we have to offer is the right fit for your unique situation in three specific ways. Let me describe them to you.”
Now, after you’ve said that, there’s no longer any room for a potential argument to take place. And from there, you then move off the subject of the ABC Company and focus on conveying the value, results, and benefits that the prospect will receive by owning your product or service, without saying anything negative about your competition.
You see, when you speak respectfully about your competitors, prospects view you in a more positive light than someone who criticizes their competitors.
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