Competitive marketing

As a business owner, there may be times when you have to market your products against a direct competitor.

Having to market your business competitively is always a tricky situation. Openly bad mouthing your competitor will make you seem bitter and petty to the customer, and leave them wondering if your product is inferior. There are two very important focus points when selling against a competitor.

The first point is simple: Know your product and the competition’s well enough to be able to point out the differences. A quick internet search or a read through your industry media will help you research your competitor’s product. Then figure out what a customer
might find more attractive in your product and make this your key focus.

The second point requires a simple communication method: guide your conversation with the customer so that the superiority of your offering becomes clear in their mind. Be honest with the customer, communicate clearly why you think your product is better.

Getting the customer to think in a way that is advantageous to your marketing position will bring the focus back to your competitive edge.
What sets a good salesperson apart from an average one is listening skills. They hear what the customer is saying and make sure to address these needs. If you can get your questions to reflect the customer’s line of thinking, they will feel they are being listened to and are likely to trust what you tell them about your product.