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In a serious sales cycle should a client tell you who you are competing with and when?

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JASON LEMKIN

You’ll find 90% of the time you’ll want to not just tell a client who you are competing with — but do so aggressively. And box the competition out at the start.

“Great to learn about your business! Now — who else are you looking at to _______”?

Then, sales rep looks up latest FUD (Fear, Uncertainty & Doubt) on that Competitor.

“Ah. [Competitor 1] doesn’t really have a functional mobile app today, so that can be a challenge.”

“Ah. [Competitor 2] is about 1/10th the size of us. Good for very small businesses, but not someone you can trust for bigger deals.”

“Ah. [Competitor 3] doesn’t remotely have the level of security that we do. We’re fully _____ compliant.”

Etc. Etc.

If you don’t do it.

Your competitor will.

FUD can be annoying. But it works.

Whatever you do, address competition up front. Usually, in the first few discovery questions.

If you don’t ask, you won’t know which tools in your sales toolkit to use to compete, win, sell, and close.

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Published on October 6, 2016
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