Let’s face it: clients are evaluating options, and you’re likely one of several companies they’re considering. In sales, acknowledging competitors is part of the game, but how you do it can make or break the client’s impression of you. It’s all about showing respect, being honest, and—most importantly—reinforcing what makes you the best choice without tearing anyone else down. Differentiating yourself while staying respectful builds trust and positions you as a confident, credible partner, not just a salesperson.
Why Acknowledging Competitors Matters
Pretending competitors don’t exist doesn’t work. Today’s buyers are savvy—they’ve researched the options, checked reviews, and probably have a comparison list ready to go. Acknowledging your competitors is a sign of confidence and transparency. It shows clients that you respect their choice and aren’t afraid of a little comparison.
Here’s why it’s so effective:
- Builds Trust: Addressing competitors head-on and showing how you’re different in a positive way builds credibility. Clients see that you’re confident enough to talk about others without undermining them.
- Positions You as a Partner: By respectfully acknowledging other options, you’re positioning yourself as a partner who understands their needs and wants the best for them.
- Keeps the Focus on Your Strengths: When you discuss competitors respectfully, it opens the door to emphasize your unique strengths. You’re not just saying you’re the best; you’re showing how you’re uniquely suited for their needs.
How to Respectfully Position Competitors
So how do you discuss competitors in a way that’s professional, confident, and effective? Here’s how to do it:
1. Acknowledge Competitor Strengths, Then Pivot to Your Differentiators
One of the best ways to address competitors is to recognize their strengths (especially if they’re known for certain capabilities) and then highlight how you’re uniquely suited for the client’s needs.
- Example: “Company X is well-known for their hardware solutions, which they do very well. Where we stand out is in our software’s flexibility and ease of integration, which allows seamless compatibility with your existing systems. This flexibility means less downtime and smoother implementation for you.”
This approach is respectful, shows industry awareness, and pivots the focus to what makes you the better fit.
2. Frame Competitors as Options, Not as Direct Threats
Position competitors as options rather than threats. This keeps the conversation positive and centered on the client’s needs rather than on competition. Avoid language that’s overly critical, and instead, position your solution as the clear choice.
- Example: “There are other providers who focus on volume and can be a good fit for businesses needing quick, large-scale deployment. Our approach, however, is focused on quality and tailored support, so if you’re looking for a more customized experience, we’re uniquely positioned to meet that need.”
This shows you respect other options while reinforcing that your differentiators align directly with what the client is looking for.
3. Emphasize Value Over Price
Price objections often come up when competitors are in the conversation. Instead of criticizing others for having a lower price, emphasize the value and long-term benefits of your solution.
- Example: “Some companies do offer a lower entry price, which can work for businesses looking for a quick solution. Our focus, however, is on providing long-term value. Our clients see increased efficiency and reduced costs over time, making our solution a worthwhile investment that goes beyond the initial price.”
This approach shows you respect the client’s desire for value while positioning your offering as a smarter, long-term choice.
Reinforcing Differentiation Throughout the Call
Bringing up your differentiators once isn’t enough—you need to reinforce them naturally throughout the conversation. Here’s how to make sure your unique strengths stay top of mind.
1. Link Differentiators to Client Questions
Every time the client asks a question, it’s an opportunity to connect the answer to what makes you unique. This reinforces your strengths without sounding repetitive and keeps the focus on how you’re solving their problems.
- Example: If they ask about implementation timelines, you could say, “One of the things that sets us apart is our fast and seamless integration. Our platform’s flexibility means shorter implementation times, which minimizes disruption for your team.”
This keeps the conversation focused on how your unique approach directly benefits them.
2. Use Success Stories to Reinforce Differentiators
A great way to reinforce your unique value is to share success stories that relate directly to your differentiators. These stories show you’re not just talking about being different—you’re proving it with real-world examples.
- Example: “We recently worked with a client who, like you, needed a solution that could integrate quickly with their current setup. Thanks to our streamlined process, they were up and running in under a month, and they saw a 30% boost in productivity within the first quarter.”
This ties your differentiator back to tangible results, making it more memorable.
3. Keep Referring Back to the Client’s Main Objectives
Whenever possible, bring the conversation back to the client’s main goals and show how your unique features align with them. This keeps the call focused on what they care about most.
- Example: “I know that scaling your customer service operations without sacrificing quality is a top priority for you. Our 24/7 support team is one of our core strengths, so you’ll have peace of mind knowing that as you grow, your clients will always have the help they need.”
This reinforces your differentiator in a way that directly supports the client’s goals, making it harder for competitors to match.
4. End with a Recap of Your Key Differentiators
At the end of the call, give a quick recap of your unique strengths. This solidifies what makes you different and ensures the client leaves the conversation with a clear understanding of your value.
- Example: “Just to recap, our strengths are in our flexibility, our dedicated support team, and our ability to seamlessly integrate with your existing tools. These features mean that you can scale confidently, knowing you have a partner committed to your growth.”
This clear, memorable recap reinforces your value and positions you as the standout choice.
Common Pitfalls to Avoid
Navigating competitor discussions and reinforcing your differentiators requires finesse. Here are a few mistakes to avoid:
- Don’t Criticize Competitors Directly: Avoid comments like, “They can’t offer what we do.” Instead, highlight your strengths without disparaging others.
- Don’t Overwhelm with Too Many Differentiators: Stick to the two or three differentiators that are most relevant to the client’s needs. Less is more when it comes to making a memorable impact.
- Avoid Focusing Solely on Price: Price wars rarely lead to meaningful differentiation. Instead, focus on the unique value and long-term benefits your solution brings.
Confident, Respectful Differentiation
In sales, it’s all about balance. Acknowledging competitors respectfully while reinforcing your own strengths shows confidence, builds trust, and keeps the conversation focused on what matters most—the client’s needs. When you approach differentiation this way, you’re not just positioning yourself as the best choice; you’re proving it with every word.
So, next time you’re in a call, remember: respect the competition, but own your value. Reinforce your strengths throughout the conversation, and make sure the client leaves knowing exactly why you’re the right fit. That’s how you stand out—not by tearing others down, but by building yourself up as the partner they can trust to deliver exactly what they need.
