From the course: Selling into Industries: Technology Companies

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Your client's competition

Your client's competition

From the course: Selling into Industries: Technology Companies

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Your client's competition

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- One mistake a lot of sellers make is constantly positioning themselves against their competitors. We offer more support. We're cheaper. Their product isn't as comprehensive. Blah, blah, blah, blah, blah. Look, if one of your competitors comes up in conversation, it's fine to frankly address strengths and weaknesses, but it shouldn't be the guiding force of your conversations with a prospect. Selling against your competition actually takes you out of the power seat because it puts you on the defensive, and it ends up sounding a lot like well he said, she said. And when you do this, you're the one who is either going to win or lose, and your buyer could care less. Instead, you want to be having a conversation about how your buyer can win or lose against their competition and how are you going to ensure that they win. Now this conversation takes place in two phases. First, get their attention. Bring up a clear threat to the metrics your buyer is evaluated on. When you talk about their…

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