Talking About the Competition
People who are in the market for a new home ask a gazillion questions. It’s what prospective buyers do when preparing to make the largest investment in their lifetime. As their sales counselor, you don’t just answer their questions, you educate, motivate, and facilitate them every step of the way. It’s what you do to ensure your prospects are able to make a well-informed decision.
But is it risky talking to buyers about your competition?
The Question Behind the Question
This simple question, “How do you compare to other builders?” has the power to expose our professional insecurities like no other. So if you’re likely to take offense at being quizzed about your competitors, remember that disparaging the competition makes you look petty, insecure, and weak and is never acceptable.
It’s important to understand that when a buyer poses a question like this, they don’t really want to hear something bad about your competition, they want to know why you are the person they should work with. Seize this opportunity to build yourself up, to educate buyers about your product. Share your builder’s story, warranty and energy efficiency information, if you haven’t done so already, when illustrating why yours is the only builder they should consider.
This is your chance to be a star so prepare to shine!
Take the High Road
Admittedly, it may feel unnatural to speak highly of a rival builder when you’re trying so hard to win a sale, but speaking in positive terms about the competition can actually work to your advantage.
- It often takes the client by surprise
- Your competition may not be as gracious
- It makes you look confident
- Pointing out what you and your competitors do well demonstrates your honesty and leaves the client feeling you are trustworthy
A positive attitude and the acknowledgement of your competitors’ strengths demonstrate the confidence, integrity and credibility of a true sales leader.
Know the Competition
Learn everything possible about each of your competitors and be prepared to state the differences between you and them, always focusing on strengths. Stay on top of what they’re doing! Providing buyers with inaccurate information about the competition can destroy credibility in an instant.
Remember, when the competition comes up in your presentation, take the high road and always stay positive!
“If people like you, they’ll listen to you, but if they trust you, they’ll do business with you.”
— Zig Ziglar
Until next time!