Selling Against the Competition

Any professional salesperson that wants to become successful must learn to sell against the competition. But first, you must master your product knowledge, know your product features at the back of your hand, and link the benefits with your customers’ needs.

Understanding what your direct competitors are offering in terms of product features and their benefits is key. We can conduct an analysis to find out how your offering is different from your competitors. Indicate the exclusive benefits that give the competitive advantage over others, and vice versa. This is a matter of doing your homework, researching on your customer, and figuring out why a customer might find your product more beneficial than a similar offering from your competitors.

If you don't do your homework, you risk losing the potential sale because you fail to position your product. Positioning your product allows you to convey the competitive benefits of your product to your customers.

Research says that the biggest exclusive benefit from the company is not about the price or content aspect of the product, but who the salesperson is. By being a consultative seller, you will be able to face selling against the competition.

Remember, the important thing during your conversation with customers is that you must be honest to them. Never overpromise the customers, or you will find yourself selling something that does not satisfy their needs. And never badmouth your competitor, for it will create a negative impression on yourself to your customers.

So once again, to face selling against the competition, you have to become a consultative seller, by mastering your product knowledge and researching on your competitor.