Consider Your Customer Before Your Competition

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I was selling a piece of capital equipment, representing a product line that was 35% more expensive than the competition. However, the additional cost was justified in a far superior product.

The competition had been experiencing a problem with one component of their system— the batteries easily came loose and disconnected.

They solved that problem by using a rubber band to provide additional tension on the battery and keep it from jiggling loose.

I pointed that out to my potential customer, asking them indonesia telegram data how comfortable they felt with a product that was held together with a rubber band.

Negativity Towards Them, Only Hurts You
“Do you know what I don’t like about you?” she asked. I was floored and speechless. “You are so negative about your competitors.”

I turned beet red, stammered an apology and retreated quickly. That incident has stuck with me for decades.

At this point, there is a question which naturally occurs. If I don’t want to speak badly about the competition, how do I present the advantages of my offer relative to the other guy’s?

I believe this approach to be the most effective in the long term, because it focuses on the customer, not the competitor.

If you have done an accurate, detailed job of understanding the full nature of your customer’s situation, and have presented a solution that precisely meets the customer’s requirements, what difference does it make who the competition is, or what the competition does?

The issue is not the competition; it is your own ability to meet the customer’s needs. Your mindset, from the beginning, is not a bit focused on the competition, but rather is 100% targeted to completely understanding the customer’s requirements. The conversation is not about how you compare to the competition, but rather how you meet the customer’s needs.