Lose The Superiority Complex

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An appropriate attitude and set of practices for dealing with the competition should be an essential part of every salesperson’s repertoire.

Why You Must Respect the Competition
Speaking badly about the competition, looking down on them, finding fault with them and generally disparaging them are all common behaviors that I see frequently among the companies with whom I work.

It is easy enough to understand why.

In sales meetings, we are constantly told how our products stack up against the competition, what makes our service superior, why our people are more experienced and more knowledgeable than theirs, etc.

In my position as a consultant and sales educator, I am uniquely positioned to test the truth of these comments. I’ve occasionally worked with a company, for example, and then a few years later found myself involved with one of their competitors.

Or, I may have two or more competitors in one of my seminars. This unique position has allowed me the opportunity to make observations about these kinds of claims.

The Competition Is Still An Option For Your Customer
There is usually some degree of truth in the details ghana telegram data of these elements. Your hot new product may have several features that your competitor’s does not have, for example.

However, in the big picture, your competitor offers a sound business option to your customers.

While your new product contains some features that your competitor’s does not, his product probably contains some features that your product doesn’t contain.

And while you claim your service to be superior, so does he. And your people are probably not any more experienced and knowledgeable than his people.

If your competitors were as flawed as you think they are, they wouldn’t be in business, and your customers wouldn’t be buying from them.

In all likelihood, your competition is made up of educated, committed people who are trying just as hard as you are to be a viable option to your customers.