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Découvrir Cockpit"To be honest, we already have a contract with your competitor"
Ah! How do you react to that?
Don't get discouraged: it’s actually an opportunity!
Yes, you read correctly: it’s an opportunity because you have the key element that will fuel your argument.
Between us, why would he have agreed to speak with you if he were completely satisfied with your competitor?
But being in direct competition can be unsettling.
It’s not innate to know how to position yourself.
So, to turn your competitors into your greatest weapon, here are 3 tips to overcome commercial competition.
Summary:
- Know your competitors inside out
- Know how to speak well about the competition
- Stay as close as possible to the prospect’s needs
Bonus: Focus on human values
Know your competitors inside out
First of all, it is essential to know your competitors’ solutions inside out.
Initially, the strengths and weaknesses of your competitors will allow you to position yourself and highlight the right arguments.
With a deep knowledge of your market, the prospect sees you as an expert who knows exactly what he is talking about.
A first step towards trust!
Secondly, the pricing and current clients of your competitors provide crucial information. These will be strong arguments for prospects searching for the best possible solution.
And thirdly, an analysis of your competitors' organization and their customer service can complete your market study.
Meticulous prospects want to know all the parameters to make their decision. Your keen market knowledge will give them all the tools they need to compare the solutions effectively.
💡 If your prospect mentions the competition, it’s excellent news! They see you as an ally who will help them compare the offerings and make the best choice.
Know how to speak well about the competition
⚠️ Warning, it is highly frowned upon to speak poorly about the competition.
Avoid commercial bashing that could damage your argument.
If your prospect is looking at several competitors before choosing or already has a contract with the competition, remember that they have still agreed to meet with you!
You therefore have every chance to succeed.
Especially since a prospect who takes the time to analyze your market is a serious one.
This is where adopting a consultant’s posture rather than a salesperson’s increases your credibility.
By listening to your prospect, you learn more and more about what might suit them: show them that you understand their challenges!
Ideally, lead them to realize that the competition is merely an alternative for addressing their challenges, but your solution is particularly suited to them.
Stay as close as possible to the prospect’s needs
A prospect isn’t looking for the best solution; they are looking for the solution that suits them best. This is a huge difference because one person’s disadvantage can be another’s advantage.
For example, some will choose large companies with a proven track record alongside renowned businesses, while others will opt for a smaller provider that bets everything on excellent customer service.
It’s the same with the weaknesses of your solution, which must be turned into strengths. When expressing an objection, the prospect isn’t necessarily trying to unsettle you—it just wants to know why.
Acknowledge the weakness, explain the reasons, and highlight where the strength has replaced it: “Indeed, it’s a choice because…”.
The secret is always to refocus your argument on the prospect’s specific situation. If you notice that they are putting forward arguments that don’t align with their challenges, it is your duty to point out that what works for others may not necessarily suit them.
Show them that their project is unique and deserves a tailor-made solution.
Similarly, as an expert, it is your duty to fully understand the use case they envision so that you can challenge it—if necessary—if you believe it isn’t the best option for your prospect. This can be a great way to turn an objection into an argument in your favor! Be smart!
💡 To increase your chances of closing the deal, the trick is to be the last person the prospect contacts. At the end of their market research, they are close to making a decision, so you’ll be able to help them choose the best option!
Bonus: Focus on human values
It can never be stressed enough: active listening and empathy are the keys to fruitful exchanges. The prospect wants to be understood.
Moreover, the human aspect carries enormous weight in the decision-making process.
You embody the image of your company, and if the prospect particularly likes you, they will associate it with attentive and friendly customer service. They will make sure to work with you!
However, if the interaction isn’t pleasant… well, nobody wants to work in an unpleasant environment.
The truth is that many are hesitant to speak with a salesperson, so be first a human before being a representative of a company.
Offer sound advice in the interest of your prospect—your honesty shows that you are in a genuine effort to help rather than just sell.
How to deal with objections?
In summary, there’s no point in ignoring or bashing your competitors: it’s better to do the exact opposite!
It is even acceptable to admire the competition to show your passion for your market and explain how your solution is different.
It is by leaning on your competitors that you will highlight your uniqueness and added value!
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