It's easy to do, isn't it? Standing at a trade show booth, or maybe sitting over lunch talking to a prospective client about who you are and what you're all about it. Then it happens, you start comparison selling.
A long delineated list of why the competition's offering is subservient to your own. Perhaps an inventory-based depiction of why they shouldn't even in exist in the first place. Somehow it feels natural, rendering us all susceptible to the urge of slipping our perceived rivals beneath the forward progress of passing public transportation. The problem is this: it comes across, even subconsciously, as a petulant child not getting what they want.
Criticism of your competition is better suited to the sandbox than a professional selling environment. You might as well lie down screaming in the cereal aisle. Because here's the thing: knocking down your competition doesn't make you taller.
Want to know the best way to compete? Don't!
What if you were the only player in your market?
How would you design your sales pitch?
What would you highlight?
How would you orient your approach to alter your customer's life?
What aspects of your company will change the vitality of their company?
What's your distinguishing factor?
1. Do a deep dive on what makes your individuality shine.
Your distinguishing factor could be something as simple as price. The cheapest around is it's own selling feature, so own it! The most expensive around, more often than not, will be actively sold.
2. Outline in detail what makes you top of class.
What makes you worth that investment? What’s the ROI of your client hitching up to your wagon? Never mention your competition, you don’t need them to advance your cause. At the end of the day, clients will make decisions based on their needs, not yours. Find out their decision-making criteria - ask their needs. It might well be that your competition’s ‘subservient’ offering is exactly what your customer desires. Or it might be yours. The panning of your rival serves only to make you look like a jerk. And you lose all potential for future engagement and referrals to your prospect’s network, for leads to which you might be a better fit.
3. Stick to YOUR unique selling proposition.
Become an expert on what makes you great. Then sell your client the merits of that awesomeness.
Will it work every time? Of course not. But at least you’ll come to realize that you’re plenty tall enough, all on your own.