stening closely for any new services or products they offer. Pay close attention to the quality of their brochures, the appearance of their products and any special ways they add “unique” value to buying from their company. Use a consistent “shopping” report so you can easily summarize the unique features and benefits of each competitor. Now, how does your company compare to the rest? And more importa“Did you hear what your competitor is doing?” This question has caused many business people to freeze in their tracks. How about you? Does your sales team know what your competitors are doing? And if a prospect was to ask them, “give me 10 unique reasons why I should buy from you and your company," could they answer this question without a pause? “Knowing thy competitor” is critical, and this article will outline three easy ways to know more about them, than they know about you! Let’s get started!

Their people: Begin by “shopping” on the telephone, by mail and in-person, the competitors who offer similar pricing and products as your company. When “shopping” in-person, notice their sales staff and look for the way they dress, the tone in their voice, the organization of their office, the ease they display when presenting their product or service, and what questions they ask at the end of your conversation. By observing closely, you will see and hear the quality of person hired by your competitors and the time they invest in their training program. Then ask yourself, “how do these standards, compare to ours?”

Tip From The Coach: Whenever possible, interview EVERYONE who has worked for your competitor. You can learn volumes about how each company hires and trains their people and you will be able to identify their unique management style. Also, ask questions about this person’s previous work experience, as it may give you new ideas for recruiting key people. And isn’t finding a great team player always a hot topic?

Their product: “Shop” your competitors at least quarterly, listening closely for any new services or products they offer. Pay close attention to the quality of their brochures, the appearance of their products and any special ways they add “unique” value to buying from their company. Use a consistent “shopping” report so you can easily summarize the unique features and benefits of each competitor. Now, how does your company compare to the rest? And more importan

e will outline three easy ways to know more about them, than they know about you! Let’s get started!

Their people: Begin by “shopping” on the telephone, by mail and in-person, the competitors who offer similar pricing and products as your company. When “shopping” in-person, notice their sales staff and look for the way they dress, the tone in their voice, the organization of their office, the ease they display when presenting their product or service, and what questions they ask at the end of your conversation. By observing closely, you will see and hear the quality of person hired by your competitors and the time they invest in their training program. Then ask yourself, “how do these standards, compare to ours?”

Tip From The Coach: Whenever possible, interview EVERYONE who has worked for your competitor. You can learn volumes about how each company hires and trains their people and you will be able to identify their unique management style. Also, ask questions about this person’s previous work experience, as it may give you new ideas for recruiting key people. And isn’t finding a great team player always a hot topic?

Their product: “Shop” your competitors at least quarterly, listening closely for any new services or products they offer. Pay close attention to the quality of their brochures, the appearance of their products and any special ways they add “unique” value to buying from their company. Use a consistent “shopping” report so you can easily summarize the unique features and benefits of each competitor. Now, how does your company compare to the rest? And more importa

they display when presenting their product or service, and what questions they ask at the end of your conversation. By observing closely, you will see and hear the quality of person hired by your competitors and the time they invest in their training program. Then ask yourself, “how do these standards, compare to ours?”

Tip From The Coach: Whenever possible, interview EVERYONE who has worked for your competitor. You can learn volumes about how each company hires and trains their people and you will be able to identify their unique management style. Also, ask questions about this person’s previous work experience, as it may give you new ideas for recruiting key people. And isn’t finding a great team player always a hot topic?

Their product: “Shop” your competitors at least quarterly, listening closely for any new services or products they offer. Pay close attention to the quality of their brochures, the appearance of their products and any special ways they add “unique” value to buying from their company. Use a consistent “shopping” report so you can easily summarize the unique features and benefits of each competitor. Now, how does your company compare to the rest? And more importa

your competitor. You can learn volumes about how each company hires and trains their people and you will be able to identify their unique management style. Also, ask questions about this person’s previous work experience, as it may give you new ideas for recruiting key people. And isn’t finding a great team player always a hot topic?

Their product: “Shop” your competitors at least quarterly, listening closely for any new services or products they offer. Pay close attention to the quality of their brochures, the appearance of their products and any special ways they add “unique” value to buying from their company. Use a consistent “shopping” report so you can easily summarize the unique features and benefits of each competitor. Now, how does your company compare to the rest? And more importa

stening closely for any new services or products they offer. Pay close attention to the quality of their brochures, the appearance of their products and any special ways they add “unique” value to buying from their company. Use a consistent “shopping” report so you can easily summarize the unique features and benefits of each competitor. Now, how does your company compare to the rest? And more importantly, how does your company compare to the best?

Tip From The Coach: Every Monday morning, have your sales team spend 15 minutes reviewing the “shopping” reports done over the previous week. When your team has this type of timely and detailed information, they should be able to easily respond to a prospect who says, “why should I buy from you and not your competitor?" Have your sales team practice handling this type of standard question, as practice does make PERFECT!

Their pricing: Once you know the specific details about your competitor’s people and their product or service, your sales team will have much more confidence when they explain why your product is “special” compared to the rest. And when you focus on the strengths of your product, so will your prospects. Lastly, people buy from people! A small price difference can easily be overlooked, when your sales team is courteous and professional! Remember, each prospect is looking to find the right product/service, from the right company…and feel good about their purchase!

Tip From The Coach: If price is the only issue, work with your sales team to prepare in advance, a checklist of the specific features and benefits unique to your product or service, as compared to your competitors. Have each sales person practice presenting this checklist with confidence and accuracy as this part of their presentation will usually be enough for the prospect to say, “OK, how can we get started!”

So, follow these three easy steps and see how much easier it is to serve your customers when you know more about your competitors, than they k