As a salesperson, it is inevitable that you have been actively working a sales opportunity where there are multiple competitors. A prospect is talking to you, but they’re also talking to Competitor A, B, and C.
There’s a technique called isolating the competition, which gives you a chance to fully understand your position and gain an advantage over competitors.
Isolating the competition sounds like this:
Salesperson: “Mr. or Mrs. Prospect, I appreciate you inviting us to be part of the propulsive process and I understand you’re also considering Competitor A, B, and C. If we weren’t invited to the proposal process, and again, I appreciate you inviting us, out of Competitor A, B, and C, based on what you know today, who would you choose?
Prospect: “Based on what I know, maybe B.”
Salesperson: “Really? I’m surprised you chose B. You chose them for a reason, what do you like about competitor B?”
And now the prospect will tell you the criteria they like.
Salesperson: “Now, why not competitor A or C?”
And now the prospect will tell you the criteria they do not like.
By isolating the competition, you get a chance to pivot back to the so-called, preferred Competitor B, and say:
Salesperson: “Let me ask you this. I know we’ve talked about the aspects you liked about Competitor B, and nobody is perfect. Based on what you know so far, if Competitor B could do anything different, even one small thing different or better, what do you think it would be?”
Now, we get a chance to find wedges, and sort of find additional pain points or differentiating factors between our solution and the competitors’. Find out who you’re competing with and then find out the criteria that they like, dislike, and anything they believe the competitor could improve on.
When you find yourself with multiple competitors, don’t forget to isolate the competition.