When it comes to your competition, how do you handle yourself during a sales call? Have you bashed them? Do you exaggerate your company? Do you argue or debate with a prospect why they should do business with your company rather than your competitor?

Unfortunately, if you’ve gone down this road, your emotions got the best of you, and you probably didn’t earn the customer’s trust or respect.

We all want to aggressively compete, but “mudslinging” your competition is not the right approach. So, how should you properly address the competition? Simple. Tell YOUR company’s story.

How Do You Address the Competition? Tell the Story No One Else Can Tell

First of all, a successful sales person will understand the competitive landscape in their industry. They will highlight what makes their company unique and special. They will not allow themselves to be trapped into a negative conversation during a sales call. You’re not supposed to be the subject-matter-expert with your competition; however, you must be the silver-tongued orator of your company.

Focus on the value that your company provides to the industry. Explain or show why your product or service is superior. Clearly discuss what makes you different. Keep the customer engaged with your solution. In order to accomplish this make sure you understand your customer’s questions, goals, and vision.

You as a sales professional must be the silver-tongued orator of your company.

As a sales person, become a resource. Bring value to your customer. Learn the new ABC’s of selling: Attunement, Buoyancy, and Clarity. Become a subject matter expert. Approach your customer as a consultant. Provide a service as opposed to a product dump.

In conclusion, how do you address the competition during a sales call? Tell your customer the story that no one else can tell. Focus on what your company does best. When you do that, you won’t go wrong.

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Greg Hahn

Greg Hahn is known for entrepreneurial vision and translating vision into revenue generation and productivity, thriving in a diverse and fast-paced executive environment. Throughout his sales management career, he has led several sales teams toward positive growth. His most recent accomplishment was with The Blue Book Network. In just two years, he was able to reverse an under performing region to one of the top regions in the company in 2015. Greg specializes in online marketing including website consulting, Search Engine Optimization (SEO), and social media marketing.