Compliment Your Competition

It’s been said (and rightly so) that when you throw dirt you lose ground. I never espouse the practice of disrespecting a competitor, even when they do it first. You instantly lose credibility with your customer.

Try this instead. “They build a fine home and they’ve got a lot of good people working at that company. That said, can I take 30 seconds to share with you a few things that make our homes unique and special?” Then share a few things that the competitor does not have. You’ll sell against the competitor without smearing their name.