We recently moved to a new and bigger office for our business Asbicon in the UK and were looking for telecom companies to set up a phone system exchange with extensions etc. and had invited a few suppliers to assess our needs and provide options with quotes. Sales person of one of the suppliers had finished his presentation and was on his way out while another supplier’s salesperson came in. He said to me ” The cowboys are also pitching” IT WAS AN INSTANT TURN OFF!!
He started by talking about why this other company, his competition was useless and why he was much better etc. Although his solution was reasonable however, his credibility in my mind hit a bottom when his starting pitch was criticising competition. This is one example, we come across many such situations in dealing with sales people.
We need to focus on facts not negativity. We absolutely need to show why our product/solution is better but that needs to be done focused on facts rather than by insulting competition. If a client brings up competition or even if you proactively want to address the strengths you have versus competition, it is advisable to acknowledge that the competition provide a product/solution and they might have their own strengths but you are here to show why your product/solution is better
Focus on your strengths, your key points of differentiation and invest your energy positively in elevating your credibility.
Compare don’t criticise.