How to Talk About the Competition to an Executive

We’ve all seen them…the ads that specifically mention a product’s major competitor. The question that executive selling training experts ask is whether or not this is a wise strategy.

The consensus is that the competition needs to be addressed…but not by name. If you mention “the other guy” in a negative way you risk being perceived by your customers as underhanded and malicious or desperate. That is not the attitude you want to engender in your prospective executive clients. But you do need to acknowledge your competitors in the marketplace and position your solution in a positive light.

Sales experts recommend that you speak in rather general terms. Remember Avis’ campaign as Number Two? Everyone knew that Hertz was Number One. It was well understood. Avis did not need to point it out. Instead they could portray their company as trying harder to deliver a better solution for their target buyers. Their message was conveyed powerfully and more effectively without having to bad-mouth their major competitor by name.

A Novel Way to Better Establish Your Credibility with Executives

You have enough credentials in the field to address an audience of executives with confidence. But do they know enough about you to sit up and pay attention?

There is nothing more boring than to hear a speaker describe their background and list all their accomplishments…except in the briefest of introductory comments. And, besides, it can be rather difficult to toot your own horn enough when you are addressing a group of individuals who are highly successful in their own right.

The solution, according to executive selling training pros, is to introduce yourself ahead of time…before your meeting. Send a letter to the meeting invitees. You can begin with acknowledging that you are looking forward to the session and to discussing “Topic A.” Then describe your background relevant to this subject.

It seems less boastful to establish your authority and expertise in writing rather than in person….and your audience will now be primed to listen well to what you have to say.