I had a disturbing conversation with a client this week. I took note that this entrepreneur was belittling his competition in the hopes of growing his own. I pointed out that his statements regarding his competition were weak and flawed. Yet this new business owner vehemently stated that he would continue his blemished sales approach. This is a very dangerous practice and should be avoided at all costs. Why? Because it doesn’t work!
There are reasons for this:
First, bad mouthing a competitor gets old. Prospects want to hear what sales people can do for their business not what another organization cannot do. That is why they scheduled the appointment.
Second, belittling competitors shows that the sales person is insecure in his ability to sell his product. He does not have the faith in the product he is selling to allow it to stand alone. Inc. com states “never badmouth your competition. It makes you appear petty and bitter. Your competition will look good by comparison.”
Third, I truly believe sales people and business owners need to study their competition. This is a good practice. Learn competitors’ good points and bad points. Then discover ways to present the fact that the sales person’s product is best for the client by serving these weak areas. (Again, without mentioning the competitor’s name.)
Fourth, and most important, the demeaning of the competition that the sales person’s prospect is currently using is insulting to the would-be client. By bad-mouthing his choice of suppliers the sales professional is ridiculing the prospect’s decision-making capabilities. “If you are looking to gain a client that is keen on your competition you should never demean their decision to go with your competition,” as stated by Clenlink.com. That sales person will never get the contract.
Lastly, by following this advice, all sales people will appear professional and interested in their prospect instead of someone slinging mud just to get a sale.
The bottom line is that we should never, ever demean our competition. We will not win! Instead by bad mouthing our competitors we will look insulting, insecure, unprofessional, and petty – not an organization with whom a prospect wishes to do business.