Trash talk your competition… artfully.

October 24, 2008 at 6:04 am Leave a comment

When I was creative director for a SoCal ad agency, I used to do a lot of field work before crafting a marketing strategy. I’d spend time with the client, usually the CEO of a midsize company, and ask permission to chat with key staffers including the sales manager and ride along with two or three sales reps.

No time for a ride along? Here’s some great advice from Kevin Sasser on The Sales Wars blog.

I used to compete against Microsoft in the Content Management space and so often I would get, “So, why should I buy your solution over one of the biggest, most famous companies in the world?” Start off your response by complementing your competitor. (Read that again if you have to) “To be honest, I love Microsoft. I own stock in Microsoft. As soon as my wife lets me, Im getting an Xbox.”

Read the entire post here.

Share this with your sales team. Ask how they respond when a prospect or long-time customer asks why he should by from you instead of your competitor. Make sure your marketing folks hear their answers, then ask how they will use what they heard to shape your message about the competition.

Advertisements

Entry filed under: key executive coach, sales. Tags: .

Leading your company through a recession. Storytelling 101

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

Trackback this post  |  Subscribe to the comments via RSS Feed


Get one today. It’s free!

YourMktgCoach Tweets

Enter your email address to subscribe and receive notifications of new posts.

Categories


%d bloggers like this: