Instead of fighting a prospect's desire to see competitors, encourage it. Then, schedule a follow-up meeting to help them conduct an "apples-to-apples" comparison. This positions you as a confident, trusted advisor focused on solving their specific problem, not just making a sale.
Don't wait for prospects to reveal they're evaluating others. Assume they are and ask directly, "What companies are you looking at right now?" This normalizes the behavior, demonstrates your confidence, and allows you to frame the subsequent comparison on your terms rather than reacting defensively.
When a prospect evaluates competitors, validate their behavior as smart due diligence. Phrases like, "Majority of our clients do the same exact thing before they partner with us," remove tension, align you with their buying process, and reframe their evaluation as a standard step towards ultimately choosing you.
The first vendor a buyer seriously considers has a massive advantage. Data reveals 90% of buyers end up choosing a vendor from their initial list. This emphasizes the critical importance of early engagement and top-of-funnel marketing, as being first often means setting the standard for the entire evaluation process.