Every company tends to believe that its products are the best in whatever market it services. Nothing wrong with that mindset – it helps your company sell its products and succeed. However, convincing a skeptical buyer of the superiority of your company’s product changes the dynamics of the conversation. He or she expects you to provide some facts to back up your claims to persuade him or her to buy from you.
As a provider of competitive content for many years now, DCIG has learned a lot about how to conduct competitive research and deliver the results in a compelling and informative manner. Here are a few insights to help you convince an undecided buyer that your product is the best.
- Stay focused on the positive. Stay positive in all the communications you have about your products and your competitor’s products. Your prospective buyer may not agree with the glowing assessment of your product. However, one sure way to turn them off is to disparage your competitor’s product in any way.
Disparaging your competitor’s product becomes especially perilous in this age of instant communications and mobile devices. As fast as you can make a claim about your competitor’s product, your prospective buyer can search the internet and validate your assertion. If he or she finds your claim incorrect or out-of-date, you will, at best, look petty and uninformed. At worst, you may lose the buyer’s trust.
Even if you absolutely, unequivocally know your competitor does not offer a feature that your product does, stay positive. Use it as an opportunity to explain why your product offers the features it does and articulate the various use cases it solves.
- Present all competitive information in a high quality, professional manner. Excel spreadsheets and Word documents serve as great tools to aggregate and store your raw competitive data. The danger comes from presenting that raw data without first taking the time and effort to properly analyze it and then present it professionally.
Analyzing it, organizing it, and then presenting it in a professional manner take additional time and expertise above and beyond the time and expertise required to collect the data. These steps may even prompt you to go back and re-validate some of your data and initial assumptions.
- Use a third party to validate competitive research. Even assuming you collect all the competitive data and take the time to professionally prepare it, when you present yourself as the source of the data about your product’s information and your competitor’s information to the prospective buyer, it can create doubts in the buyer’s mind. In that situation, the buyer will minimally question the data’s validity and objectivity.
Here is where having a third party to review your data, validate your conclusions, and even ideally present the information can add significant value. It can help you identify potential biases in the data-gathering stage, serve to double-check your work, and save you the time, hassle and expense of putting together a professional presentation that lays out the differences between your product and your competitor. This third-party validation will heighten the value of the competitive content when you share it with your skeptical buyer.
Your product is the best and you know it. Maybe even your competitor knows it. However, at the end of the day, it only matters if your prospective buyer comes to that same conclusion. Presenting the right information in an objective manner in a professional context will go a long way toward persuading a skeptical buyer that you have the right product for his or her needs. If this sounds like a challenge that you have, DCIG would love to help. Feel free to reach out to DCIG by contacting us at this email address.