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Dear Quota Team
I just started a new sales job. It’s my first time selling software. We’re in a pretty niche industry and contract sizes are over $50k so there’s usually an RFP process involved with every prospect. It's highly competitive. There’s a handful of other vendors in the industry that we compete with on nearly every RFP.
I've been struggling with how to talk about competitors. I don’t outright trash talk them, but when I’m pitching specific features and benefits that I know we do better on, I do tend to throw in a little jab here and there. Our company has a standard objection handling list specifically for when prospects bring up competitors, but those canned responses seem a bit sensationalized and it feels like they don't always land when talking to prospects. Any advice for how I should navigate the competitor conversations when talking to prospects?
Competitive in Arizona
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Dear Competitive,
It's easy to fall into the trap of talking about your competition, but as a salesperson, your #1 job is to solve problems. This should be your main focus. Don't bring up the competition unless they bring it up first.
Never trash talk your competitors. Little jabs are okay, but avoid mentioning them by name. You don't want to sound salty, so just say something like, "this is something we excel at that sets us apart from our competitors." When they do mention competitors, use it as an opportunity to build trust. Don't be afraid to show some humility and mention one thing your competitor does well that you admire. Calling out the shortfalls in your solution directly and giving your competitors their flowers can help build trust with your prospects — they might not believe you if you say that you do EVERYTHING better than your competitors.
Focus on how you can solve problems, sell to your strengths and key differentiators, and don't be afraid to concede on your shortfalls. You'll win more deals if you become the most trustworthy salesperson in the RFP process. Good luck!
