This one is the Jack of Diamonds from the Selling Value card deck.
It’s true, you need to sell like you don’t have competitors. Every once in a while, you find yourself in a situation where people aren’t looking at your competitive alternative, and you don’t want to bring it up to them.
You may recall at this point in time that they’re making a ‘will I’ decision, remember the ‘will I’ versus ‘which one’, and when people are making the ‘will I’ decision, ‘Am I going to buy something in this product category?’, they’re not price sensitive.
And so, it just makes sense for us to not talk about our competition because if they say yes to us and never consider a competitive alternative, they’re not going to negotiate as hard on price. They’re simply looking at what’s the inherent value of solving the problem, not what’s the value of your product relative to a competitor’s product.
“If they [buyers] say yes to us and never consider a competitive alternative, they’re not going to negotiate as hard on price.”
– Mark Stiving
So, it just makes all the sense in the world to not even mention a competitor until the buyer has already brought them up.
We hope you enjoy this example of Pricing Table Topics. If you want to get better at speaking, especially about pricing and value, grab a deck of our cards, pull a random card and read the saying, talk for one to two minutes about what that card says.
And if you have any questions or feedback, please email me, [email protected].
Now, go make an impact.
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