Almost every industry today involves multiple competitors, and yours is probably not the exception. Every competitor has some point of differentiation or, stated another way, a reason for being. It’s important to know their product line as well as you know yours so that you can effectively sell the benefits that your offering provides in the context of what else is available.
But remember that you never win over a client by trash-talking a competitor. You win contracts by effectively selling your own products and services. And, of course, by selling yourself. Clients almost never buy things from people they don’t like. Think about it. When was the last time that you bought something from someone you disliked ...
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