Quick Sales Tip: How To Sell Against Your Competition On The Phones.

What do you do when a prospect tells you he’s deciding between you and one of your competitors?

Now, the WORST thing you can do in this situation is deliberately trash your competition...

Not only does this rarely work… But in a lot of cases, it backfires. And overall, it’s poor form. Total lack of class, imo.

With that being said… what’d you do?

Well, instead of selling AGAINST your competition… You want to edify them.

 

You want to point out the things your competitor does uniquely well to the prospect and how that compares to the things you do uniquely well.

 

The key, however, is how you frame you and your competitor’s unique benefits.

 

You can make your competition seem really good, while subtly communicating that it is probably not going to be what the prospect is looking for.

 

Read the roleplay below for an example. It’ll show you how I would sell against a more reputable company who’s far bigger than me:

-------

“Mr. Prospect - I totally understand you want to look at company XYZ, and I think that’s a good decision…

 

In all honesty, I think either decision could work for you. But it’s really going to depend on what you’re looking for…

 

Company XYZ is a good company. They’ve been around longer than us. And have a more established reputation, too…

 

Us on the other hand… well, we’re a little more on the boutique side…

 

We’re small… hungry… and while we’re not as big or as reputable, we take as much if not more pride in the level of service we deliver to our clients.

 

That’s part of the reason why our CEO works with each and everyone of the clients we take on one on one and you even get his personal line…

 

And while I haven’t spoken to company XYZ, I can’t imagine their CEO - who’s worth 10s of millions and has 450 active clients - is even going to see your account slide across his desk…

 

So it kinda depends on what you want…

 

If brand name, prestige, and reputation are more important to you, then I would definitely go with them…

 

On the other hand, if you’re looking for someone to roll up their sleeves and get in the trenches with you...

 

...then I think a fast-growing boutique company who’s hungry like us might be more along the lines of what you’re looking for…

 

But that’s just my thoughts. What’d you think?”

 

<< end roleplay >>

 

Why does this work?

 

1) You’re being honest about where your competitor has you beat.

 

2) You’re not talking bad about the company. Only educating the prospect on the benefits of going either direction

 

3) After you set your frame, you pass off control to the prospect at the end of the dialogue.

 

This is a vague example. But I’ve used variations of this very successfully with both my current company and when I sold for previous companies…

 

Script it out. Practice it. And let me know how it works for you 

CG 

 

PS: A great book to read on this is Oren Klaff’s “Flip The Script”. Very good read. Check it out.

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