Instead of directly criticizing a competitor, salespeople should share stories of why existing customers switched from that competitor. This reframes the critique as a customer's success story, making it more credible and less aggressive, while still highlighting the competitor's weaknesses.
To avoid sounding biased, begin by complimenting a competitor on what they do well in a specific area. This builds trust. Then, pivot using a word like 'however' to explain why customers with broader needs choose your more comprehensive solution, effectively positioning the competitor as a limited, niche player.
Instead of initiating an attack on a competitor, ask the prospect what doubts they already have. This prompts them to articulate the negatives themselves. You can then validate their concerns and reinforce them with customer proof, making the prospect feel intelligent for their research while you guide the narrative.
When lacking direct customer stories about a competitor, leverage public review sites like G2. Quote common issues found in their reviews by saying, 'One of the reasons many customers decide not to partner with them is because…' This maintains a credible, third-party perspective and avoids making it a personal attack.