Practical Sales Training™ > How To Lose The Sale > Naming The Competition
What is it
Naming the Competition is when a seller mentions a rival during a sales conversation or in marketing. This creates comparison.
Sometimes this feels confident. Sometimes it creates doubt.
Once another provider is mentioned, attention may shift. Buyers may start thinking about other options.
This matters.
How it works
Mentioning a competitor increases their visibility. That is unavoidable.
Buyers often compare options to make decisions easier. As a result, focus can move away from your offer.
In many cases, what feels like positioning becomes promotion. That was not the goal.
Most teams believe comparisons show strength. Often they just add noise.
How to use it
If mentioning a competitor becomes necessary, do it with a clear reason. For example, a buyer may ask how you differ.
During those moments, keep the response short. Focus on how you help.
A safer way to handle this includes:
- Answering comparison questions briefly
- Explaining your approach without criticism
- Referring to other options instead of brands
- Returning focus to the buyer result
- Keeping the discussion centred on fit
The aim is clarity. Extra options rarely help.
When to use it
This approach works best when alternatives are already known. Avoiding the topic may reduce trust.
- When a buyer asks directly
- When differences are clear
- When contrast helps understanding
- When openness builds confidence
- When the buyer knows the market
Here, simple answers work best. Keep focus on the decision.
When NOT to use it
Avoid naming rivals when it adds no value. In many cases it just adds choice.
- Early sales conversations
- When competitors were not mentioned
- When your difference is unclear
- When discussions feel complex
- When focus must stay tight
More choice rarely helps. Often it slows progress.
Research
Research on choice overload supports this idea. More options can make decisions harder.
Research reference:
Behavioural research on choice overload
Example
A simple example shows the difference.
Instead of saying:
“We are better than Company X because we offer more features.”
You could say:
“Some providers add features. We focus on making results easier.”
This keeps attention on your method. The rival disappears.
Common mistake
A common mistake is assuming competitor comparisons always help. Sometimes they do.
However, doubt can increase. Especially if alternatives were not considered before.
The safer move is simple. Keep focus on the buyer and the result.
See also:
