What do you do when your prospect brings up one of your competitors? Praise them? Sneakily point out their flaws?
How do you come out looking good while demonstrating that you’re the best company for the job?
This month, Brian McCauley in Remodeling Magazine talks about this very topic.
Know your local market
The important thing is not to be negative. You don’t want to be criticizing your competition.
In fact, one of the tactics they taught us in my sales training was to really know your local market and the players in it. Then, let your customers know it.
If the prospect says “We’ve already met with XYZ company” it’s your job to know about this company. Then you can reply with “Yes! Bill Smith! I haven’t run into him in a while. How did you like his presentation?”
Maybe they tell you they’re meeting with ABC company next. You can say “ABC is newer in the area and I haven’t had a chance to meet them yet. I’d be curious what you think of them.”
This is a subtle tactic that positions you as the expert. This is your turf and you should know all of the players.
Know what you do and how it helps your customer
Can you describe what specifically your business does that makes you unique and how it helps your customer?
I’ve talked about this with business listings before and most contractors are horrible at it.
Does your business:
- Do dust-controlled demo?
- Have some sort of a remarkable warranty?
- Specialize in one particular installation?
- Like pools?
- Glass tile?
- Large panels?
If so, you need to be able to explain to the customer exactly how those things will help them.
If the customer asks “Why should we go with you?” and you reply:
“Um… we do quality work… and um… are reliable”
Then there is nothing special about you and you’re losing the sale.