This is a common question we are all asked in the sales process. How do you answer this question in a way that elevates your position but doesn’t bash the competition? No one likes when you talk disparaging about another provider.

I was asked this question this morning in a presentation and here is my approach I wanted to share. Rather than spouting all of the features, I like to answer the question with a question so I can learn more about what the buying criteria is so I can provide a much more focused and appropriate response….Let me ask you a question before I try and answer your question – Tell me what you need to solve your problem or help you accomplish your objectives?

If I can get a reply to this then I am loaded with intelligence and it’s really easy to respond with how my solution will address their requirements and I don’t even have to do the “tick the box” comparison thing because my buyer will be able to do it on their own based on my reply.

I always like to focus on what I do and how I can solve a problem and that usually changes the conversation and deflects the ‘competition” so we are now advancing the discussion to my solution. Remember, most people want a solution and the sooner you can demonstrate that you have what they need you can march further down the closing path.

Take control and be a problem solver.
Brick