So many businesses and sales people are afraid to truly compete.

Yet when a prospect makes a decision to buy your product or someone else’s, there is a competition going in his mind.

He’s trying to choose which alternative is best for what he wants and needs.

Your job is to help him make that decision in favor of you.

That is your self-serving objective.

Selling done right serves both you and your prospect.

And as soon as it can be determined that you are not a good fit for your prospect, it is certainly in your best interest to stop selling to that prospect and move on.

A big part of your job is to ascertain his problems, wants and needs.

And showing your prospect how you can give him what he wants, both intellectually and emotionally is part of selling.

But another very important part of selling that some sales people are either afraid of or don’t do a very good job at is competitive comparison.

Your prospect wants to solve his problem. He typically is going to evaluate 3 more possible solutions to his problem.

To speed up his decision and to increase your chances of closing the deal, you should be giving competitive comparisons to your prospects of the products and companies that your prospect is considering.

Now this may seem like a dicey area to venture in selling, but you gotta do it.

To keep it from backfiring on you and angering your prospect, you need to follow these three rules:

  1. Ask Permission to Give a Competitive Comparison
  2. Give a Fair and Accurate Comparison
  3. Give Your Comparison with the Caveat That You May Be Wrong

If you ask permission first, and tell them that you will give a fair and accurate comparison, as best that you know, and that you realize you might be wrong or your information may be out of date, then most prospects will want to hear what you have to say.

When people are making buying decisions, more than anything they fear making a bad decision.

If you offer in a consultative way to help them, they will listen.

They certainly will take it with a grain of salt, to use a cliché. But they will listen.

And offering the comparison will do two things for you.

First it will give you a chance to expose all of the weaknesses of your competition.

But you will also get to see what about your competition and what about you interests your prospect. Because some things that you think might be major weaknesses for your competition, your prospect may not think are weaknesses at all.

So learn more about your competitors, and give your prospects fair and accurate comparisons.