Knowing what you are compared with.
WHAT TO ESTABLISH
Who else the buyer is considering What they offer Where they are stronger Where they are weaker What they charge
HOW TO FIND OUT
Ask the buyer.
WHY THEY TELL YOU
Most will, if asked directly and without anxiety.
WHAT TO ASK
Who else are you looking at, and what do you like about them.
WHAT TO DO WITH THE ANSWER
Address the gap, honestly.
WHAT TO NEVER DO
Criticise competitors.
WHY
It reflects on you, not them, and buyers dislike it.
WHAT TO DO INSTEAD
Describe what you do, and let the comparison happen.
WHAT TO ACKNOWLEDGE
Where a competitor is genuinely better.
WHY
It makes everything else you say credible.
WHAT THAT SOUNDS LIKE
They have a larger network; what we offer is direct support from the people who run it.
WHAT TO PREPARE
Honest comparisons for the competitors you meet regularly.
WHAT TO INCLUDE
Where each suits a buyer better than you do.
WHY
It helps you disqualify quickly.
WHAT TO DO ABOUT A CHEAPER COMPETITOR
Establish what is not included.
WHAT TO DO ABOUT A LARGER ONE
Offer what size prevents: attention, flexibility, direct access.
