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Competitor Analysis. |
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Know your Competitors
But don't knock them!
It's really easy to bad-mouth your competitors. If they were that good, you wouldn't go into competition with them. It doesn't matter how bad they are, never talk bad about them. Don't forget that if the person you are speaking to has already used a competitor, by bad mouthing them, you are effectively calling him a fool for choosing them. Calling potential customers fools is not the best way to build rapport when they mention they use XYZ Company!
Always remember that people buy from people they like and are like.
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When a prospect tells you they use a competitor, try this response instead:
- Yes, I've heard of them - how do you get on with them?
This will give the prospect a chance to open up and bad mouth them himself, or at least tell you why he chose them - invaluable information.
Replies like 'Well, they are good but very expensive' or 'They are OK, but their customer service was not up to scratch' all give you a lead into that killer sales question.
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