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This article's topic is on competition. We’ve compiled the most compelling questions that our clients are asking us. Read on to learn how to deal with the competition.
Q: When is it appropriate to bring up the competition in a sales call?
A: If you are speaking in generalities and want to differentiate your products and services, you’ll want to work those into the presentation portion of your call. However, if you are thinking about mentioning any competitor’s names or products, think again. Your customers don’t want to hear you put down the competition—especially if he is using their product! This breaks down the trusting relationship you are trying so hard to deepen. Don’t do it.
Q: What if the customer asks me about the competitor’s product? What do I say, then?
A: First of all, you want to be like Switzerland. Remember your geography and politics? If you dozed through your World History course, the answer is “neutral”. You don’t want to tell your customer that they have good products (that confirms that the customer should use the competitor’s products), you also don’t want to bash the competition. I find a gentle nod, or if on the phone, just say “oh”. That will get you out of the proverbial corner. Then, focus on your differentiators you have that are so great!
Q: My competition is brutal! They badmouth our products and then I need to defend our position in the market. What then?
A: Use what I refer to as “third person testimonials”. Here’s how this works. The customer says: “But Henrietta at XYZ competitor tells me that your customers are dropping your services right and left.” That’s when I respond with: “Oh. That’s interesting. (Look or sound puzzled at this point.) ABC and QRX just chose our services and they were telling me how they like…”(name off some good stuff, here.) This approach will usually diffuse the situation and the customer will realize that he the competitor isn’t to be trusted. You have taken the high road, and it works.
Q: What if the competition is right and we’re really not as good as they are?
A: Hey, it happens sometimes. No problem. Just go back and use the same approach as in the last answer. You have happy customers, right? (c) Renee Walkup, SalesPEAK, 678 587-9911 www.salespeak.com |
