There are many perspectives regarding what to do or don't do as a salesperson. Personally I believe that bashing a competitor is at or near the top of the list. While this sounds like a no brainer, it still happens. Winning
the sale is rewarding and we all are passionate about our offerings so to avoid making this mistake, here are three points to consider:
Know your competition - lead with acknowledging their strengths and market position. Counter with your strengths and key differentiators.
Be confident and professional - the competitive discussion is a representation of you and your company. How this is handled can be an indicator of what the customer can expect from the relationship.
No is an okay answer - not every prospect is a great fit for your product or service. Honest recommendations are appreciated and build trust. You never know when you may cross paths with this person or company again.