IS IT WHAT I SAID?
Mark Twain once said “it’s better to keep your mouth shut and be thought a fool than to open it and leave no doubt”.
Over the last few months at shows I have noticed a growing trend that some exhibitors are selling by knocking or bad mouthing their competitors.
This is normally a sign that times are a little tougher for selling. Some companies go into a mini panic and do a number of things they think will help them, but when coupled with a few desperate actions it starts an ever-decreasing spiral.
It’s important to in these challenging times to remain “steady as she goes” and to focus on YOUR company and products.
When you or your staff start bad mouthing your competitors you do a number of things:
1. You give them extra exposure
Your customers might not know as much about your competitors or their products as you first thought
2. You give them more credibility
If your customers were not considering other companies it may plant the idea that “maybe they should be”
3. You cause confusion
Instead on focussing on the solution to their problem you add extra issues to the mix that may complicate the sales process
4. You reinforce their reputation
Because you feel threatened by them, their product/company must be good
5. You create an unpleasant and awkward atmosphere
Your staff may appear jealous of other companies, or just having poor sales skills, but this can reflect on whole company image
6. You question the visitor’s agenda
Bad mouthing other companies may stop visitors asking questions, as they may perceive you will judge them or their questions negatively
7. You don’t always know who you are talking to
The person you are speaking to could be a potential client or another competitor
On top of all the above, you want staff and yourself to focus energy in a positive way to build your business. Remember, people do business with people they relate to and like; and if you’re positive, upbeat and can show your products are the solutions they need they will want to do business with you.
Get your staff to focus on talking about what the customer needs are, and the benefits of your product/service to meeting those needs. If you have done your job properly you will already know the unique selling point of your product/service, and you can focus on these differences without knocking your competitor as a solution to the customers needs.
IN A NUT SHELL:
If you do it right they will come to their own conclusion.
In short you will gain nothing by directly knocking your competition. Focus on your products / services, as while you’re busy knocking others you’re not moving forward with your own business.
