Written by Sean McPheat |
20 April, 2009
Watching the UK version of Hell’s Kitchen last night, Marco Pierre White came out with a quote that he said came from Attila The Hun:
“It is not enough that I succeed, everyone else must fail”
Now I don’t know whether that saying actually came from Attila The Hun but it’s an interesting one isn’t it?
It assumes that the competition must fail AS WELL as him succeeding.
Now you have to be careful when bashing the competition in-front of your prospects because you not only discredit them but you also discredit the industry you are in when you go into bashing mode!
So your prospect had a faulty set of widgets from ABC. You say ABC are useless etc. The prospect then has reservations about getting widgets from anyone now nevermind from ABC!
You need to defend the widget industry and the competition and then put a positive slant on why the prospect should choose you.
Here’s what I mean:
“I’m sorry you had a bad experience with ABC company Mr Prospect. I’ve never heard of their widgets letting anyone down before so I’m really surprised with that. It might have been something to do with the fact that they still use the XYZ convertors on their widgets which although still very robust are a little outdated. We replaced the XYZ convertors on our widgets with modern MM2 convertors…”
So, make sure you bash the competition in the right!
Let’s call it indirect bashing!