The Dental Sales Professional's Online Resource: LEARN MORE EARN MORE
Think bashing the competition helps your cause? You might want to reconsider.
(from my blog at http://www.robertdavidhays.com)
So, we all wish that competition didn’t exist. We’re all sales people, we want to make the sale and the commission check to go with it!
How do you handle conversations with clients about the dreaded ‘other guys’?
Perhaps the knee-jerk response is to tell the client what a bunch of bozos ‘they’ are and how much their product stinks. Does that improve your position in the customer’s mind? If you’ve got a great relationship, and they really trust you, then maybe, just maybe they’ll ignore the kid from the dark side of the force who’s as cool and smooth as dark chocolate frozen yogurt (sorry – I’m due for my afternoon snack).
If not, and Bob from Acme Supply Company comes in with a problem-solving approach, has a strong value proposition, has nothing but complimentary things to say about you and your company (read: affirming their previous decisions to work with you-which makes the customer feel good), but has a candid, honest conversation about why Acme can better solve their business problems – you could be in trouble, amigo.
Work hard to solve your customers’ problems, have your value proposition down pat, and keep a positive posture when talking about the competition. Otherwise Bob may be knocking at your client’s door and stealing your business away.
Gleefully collecting commission checks,
Acme Supply Co.
So, how are you handling conversations about the competition? Smoke and mirrors? Honest analysis? The Industrial Revolution was neither industrial nor a revolution? Discuss. (Mike Meyers - SNL)