How do you deal with competitors' objections and differentiate your solution?

1 Understand the objection

The first step to deal with competitors' objections is to understand what they are and why they matter to your prospects. Competitors' objections are not necessarily negative or hostile; they are simply expressions of doubt, concern, or preference that your prospects have about your solution compared to another one. To understand the objection, you need to listen actively, ask open-ended questions, and empathize with your prospects. This will help you uncover the underlying needs, motivations, and pain points that drive their decision-making process.

2 Validate the objection

The second step to deal with competitors' objections is to validate them. This means acknowledging that your prospects have a valid reason to consider other options and showing respect for their opinions and perspectives. Validating the objection does not mean agreeing with it or conceding that your solution is inferior; it means demonstrating that you understand where your prospects are coming from and that you are not trying to dismiss or ignore their concerns. This will help you build rapport, trust, and credibility with your prospects and make them more receptive to your arguments.

3 Address the objection

The third step to deal with competitors' objections is to address them. This means providing relevant information, evidence, and examples that show how your solution can meet or exceed your prospects' expectations and solve their problems better than the alternatives. To address the objection, you need to focus on the benefits and value of your solution, not the features or specifications. You also need to tailor your message to your prospects' specific situation, goals, and challenges, and use stories, testimonials, or case studies to illustrate your points.

6 Advance the sale

The sixth and final step to deal with competitors' objections is to advance the sale. This means moving your prospects closer to the buying decision and asking for their commitment or action. To advance the sale, you need to summarize the key benefits and value of your solution, restate your USP, and emphasize the urgency and importance of acting now. You also need to ask for the order, propose the next steps, or suggest a trial, demo, or proposal, depending on the stage of the sales cycle. This will help you close the sale or move it to the next stage.