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Competition is healthy!” “There’s plenty of room for everyone!”

Huh? Who ever said that? No one from New Jersey!

The truth is, most people would rather see their competition die, or at least go out of business and never be heard from again.

HERE’S THE CHALLENGE: How does a salesperson address the issue of competition in these times?

HERE’S THE REALITY: Sales are down for everyone, and there are fewer prospects for new sales. Consequently, the hunt for more sales, new sales and especially take-away sales has intensified. You can no longer afford to “lose one on price” and move to the next.

HERE’S THE GROSS REALITY: You must know that your competitors are having a meeting across town RIGHT NOW. They’re planning to cut their prices, steal your customers and bury you.

It’s a war. Fought battle by battle. Customer by customer. Action by action. Until the last salesman or saleswoman is standing. You’re the warrior. Winner take all.

The sales weapons to deploy in your competitive war are:

• Value offered in terms of the customer.

• Proven differentiation between you and others.

• A quality standard that includes the word BEST.

• Memorable service.

• Technology. Be the highest.

• Web presence. Be the best.

• Timely/rapid response. Be the fastest.

• Friendly people. Be the friendliest.

• Availability. 24/7/365 is the minimum acceptable standard.

• Knowledgeable people. The most knowledgeable.

• Helpful people. The most helpful.

• Reputation in the marketplace or community. The best reputation. A long track record of success.

• Existing customers who speak on your behalf. NOTE: They’re the ones who create your reputation.

• Oh yeah, sometimes price.

And here are the STRATEGIES to MASTER:

Speak kindly of your competitors or say nothing.

Respect them, and others will respect you.

If others speak negatively, DO NOT join in.

Know their weaknesses but focus on your strength and value.

Know why they won, when you should have.

Know how they speak about you and build response into your presentation.

Your victory is when you get the order.

What you say, and the way you say it, weighs heavily in the competitive wars.

• Never put down competitors.

• Never use condescending language.

• Never “warn” the customer.

IDEA: My friend Ray Leone teaches salespeople to refer to competitors as “industry standard.” It’s brilliant. He says, “Industry standard is xxxx, but we are xxxx+yyyyy.” Very powerful.

Your job is not to put down others; your job is to get to know the customer. Develop rapport, create open communication, give and get truth, establish believability, gain trust and prove your value in terms of them.

You do all this by asking for their knowledge of your product or service, their past experience, their history and their personal knowledge and wisdom.

FINAL WARNING: Do not use the words “save money.” If you believe you’re less than others, use the word PROFIT.

Jeffrey Gitomer can be reached by phone at (704) 333-1112 or by e-mail at salesman@gitomer.com. © 2009 Jeffrey H. Gitomer