Competing Against Your Competition – How to Win the Sale

“At what point in the sales process should I find out which competitors my prospects are looking at / comparing us to?”

MY ANSWER IS GOING TO RAISE SOME EYEBROWS, BUT HERE IT GOES ANYWAY…

Most of us have been taught to ask our prospects “Who else are you looking at / comparing us to? ” during the discovery (qualifying) phase of the sales process. I would advise against that in most cases.

I recommend you uncover which competitors your prospects were looking at AFTER the sales is either WON or LOST.

WHOA! THAT’S CRAZY! OR IS IT?

Here are the two MAJOR PROBLEMS I have with trying to uncover which competitors my prospects are looking at / comparing me to BEFORE they’ve made a decision:

  1. Enquiring about “who else” they are considering puts my prospects on the defense.
  2. They tend to defend their reasons for considering other vendors, thus selling themselves as to why the “other guy” may be a better fit.

SO HERE’S WHAT I LIKE TO DO INSTEAD:

I like to find out what my prospects ideal solution / needs look like. I care less about who else they are considering and focus more on what they are after and how my solution fits their needs / wants and desires.

Read more at Eyes On Sales.

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