How to Beat Competitors Without Trash-Talking Them
A salesperson was on a sales call, feeling good. Then the prospect said, “We’re also talking to your competitor. Why should we pick you?”
His mind went blank. He stammered something about features and benefits, then watched the deal slip away.
Sound familiar?
Here’s the truth: Sales is a game of slight advantages. The person who positions their product best wins. But most salespeople panic when competitors come up. They either ignore them (bad move) or trash-talk them (worse move).
There’s a better way.
The Real Problem: You’re Not Controlling the Conversation
Amateur mistake #1: Hoping the prospect never mentions your competitor.
Amateur mistake #2: Bad-mouthing the competition when they do.
Both approaches lose deals. Because if you ignore competitors, the prospect will Google them anyway. And if you trash-talk, you look desperate.
Instead, you need to frame the conversation. Control how the prospect thinks about you versus the competition—without being a jerk about it.
Let me show you how.
Step 1: Know Your Strengths (And Be Brutally Honest)
Before you can position yourself against competitors, you need to know exactly where you win.
Sit down. Make a list. What are you genuinely better at?
Maybe you’re:
- Faster
- Cheaper
- Higher quality
- More specialized
- Better at customer support
- Easier to use
Pick 3-5 real strengths. Not fluff. Not “we care about our customers” (everyone says that). Actual, measurable advantages.
Now here’s the key: You can’t just say you’re better. You have to prove it by highlighting their weaknesses next to your strengths.
Step 2: Take a Tiny Jab at the Competition
You’re not going scorched-earth here. You’re making a fair, factual observation about their weakness—then immediately positioning your strength.
Here’s the formula:
“[Competitor] is a solid option for [their strength]. However, if you’re looking for [your strength], [your product] might be a better fit because [reason].”
See what happened? You acknowledged they’re decent. But you redirected the conversation toward your advantage.
Let’s break it down with real examples.
Real Example #1: Selling Premium vs. Budget
A salesperson was selling a $400 microphone (Shure SM7B) against a $100 competitor (Blue Yeti). Here’s how he framed it:
“The Blue Yeti is a great mic for its price—easy to use, decent sound quality, perfect for beginners. But if you’re serious about professional-grade audio, especially for podcasting, the Shure SM7B is the industry standard. Joe Rogan uses it. Gary Vaynerchuk uses it. It’s an investment, sure, but you won’t need to upgrade later. Plus, we offer a 30-day guarantee and a one-year warranty, so there’s zero risk.”
Notice what he did:
- Acknowledged the competitor’s strengths (affordable, easy to use)
- Positioned his product for serious creators
- Used social proof (Joe Rogan, Gary Vee)
- Removed risk (guarantee, warranty)
He didn’t trash-talk. He just made it clear: Budget option vs. professional-grade. You decide.
Real Example #2: Selling Budget vs. Premium
Now flip it. A salesperson was selling the $100 mic against the $400 one. Same prospect. Here’s his pitch:
“The Shure SM7B is a fantastic mic—professional-grade, used by big podcasters. But here’s the thing: it’s $400, and you’ll need an audio interface, which is another $200+. So you’re looking at $600+ just to get started. If you’re launching a podcast and want high-quality audio without the upfront cost, the Blue Yeti is plug-and-play. It’s USB, so no extra gear needed. And honestly? A ton of successful YouTubers and podcasters use it because it just works. You can literally start recording in five minutes.”
See the difference? He didn’t say the Shure was bad. He just said it’s expensive and complicated. Then he positioned his product as simple, affordable, and proven.
Same prospect. Two different products. Both framed to win.
Step 3: Lean Into Emotional Selling
Features don’t win deals. Emotions do.
People buy based on how something makes them feel. So tap into their aspirations.
For the premium product:
“You’re starting a podcast because you want to be taken seriously. You want pro-level sound from day one. This mic gets you there.”
For the budget product:
“You’re starting a podcast because you have something to say. Don’t let expensive gear stop you. Just start creating.”
Both are emotionally resonant. Both position the product as the right choice for that specific buyer.
Step 4: Never Bad-Mouth Directly
Here’s what not to do:
❌ “Their product sucks.”
❌ “They have terrible customer service.”
❌ “We’re way better than them.”
Even if it’s true, it makes you look petty. And prospects don’t trust salespeople who trash-talk.
Instead, use this approach:
✅ “They’re a solid option if [scenario]. But if [your advantage matters], we’d be a better fit.”
You’re being fair. Factual. And strategic.
Step 5: Ask Questions to Guide the Decision
Don’t just pitch. Ask. Let the prospect tell you what matters most to them. Then align your strengths with their priorities.
Try these:
- “What’s most important to you—ease of use or advanced features?”
- “Are you looking for something you can start using immediately, or are you okay with a learning curve?”
- “Is budget a major factor, or are you willing to invest more upfront for long-term value?”
Once they answer, frame your product around their priorities. That’s how you control the conversation without being pushy.
Step 6: Use Social Proof to Seal the Deal
Nothing beats showing that other people—especially people the prospect admires—use your product.
Examples:
- “This mic is used by Joe Rogan and Gary Vaynerchuk.”
- “Over 10,000 YouTubers use this because it’s plug-and-play.”
- “Fortune 500 companies trust us for [reason].”
Social proof removes doubt. If others have succeeded with your product, the prospect feels safer choosing you.
Common Mistakes When Talking About Competitors
Mistake #1: Ignoring them entirely
Fix: Bring them up yourself. Control the narrative before the prospect Googles them.
Mistake #2: Going negative
Fix: Acknowledge their strengths. Then pivot to yours.
Mistake #3: Focusing on features instead of outcomes
Fix: Talk about results, not specs. Nobody cares about megahertz. They care about sounding professional.
Wrap-Up: Frame the Fight, Then Win It
Sales isn’t about having the best product. It’s about positioning your product as the best choice for that specific buyer.
So stop ignoring competitors. Stop bad-mouthing them. Instead, acknowledge they exist—then frame the conversation around your strengths.
Because at the end of the day, whoever controls the frame controls the deal.
Ready to outsell your competition? Map out your strengths, practice your positioning, and start winning more deals. Let me know how it goes.