Bashing the Competition

June 5, 2009 at 6:16 pm

It’s easy to talk bad about someone; it’s even easier to talk bad about a company…especially your competitors.  Whether in our marketing and advertising messages or our sales material (scripts and dialogue) you must consider the underlying message.  What do you want the customer to think?  If you are careful and strategic about what you say and how you say it, the competition will not gain customers, you will.

Advertising and Marketing-
When creating an advertising or marketing campaign that attempts to discredit the competition, it should follow these four rules:

  1. Only talk about the competitors that have more market share or brand awareness.
  2. Never acknowledge your competitors “bashing” if you have more market share or brand awareness.
  3. When speaking about your competitor, only do it in a stylish way and never be hostile.
  4. Make sure your claims of what you’re bashing the competition on are true.

A properly built advertising campaign can gain you more awareness.   Especially if you’re unknown and the brand you’re bashing has awareness.  Remember, not to be aggressive or hostile in your message to customers.

Sales-
If you’ve ever had the urge to bash the competition verbally to a customer- think twice.  When you “call out” your competitor you only add fuel to their image regardless of what you say.  Chances are, if you are selling a customer, and you bring up the competition, you’re discrediting yourself and your company.  During the sell people feed off your emotions, you have to stay positive.

On the other hand, if the prospect mentions the competition throw out a complement, “No one likes the jealous boyfriend,” as one of my mentors told me during a marketing meeting.   Say something to the affect of, “yeah they do great work,” and continue your presentation.  During the close you’ll need to get a little more creative, but if you’re a good salesperson you can overcome the objection.

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