Equinox Sales Training Practice Test

When a competitor is mentioned, the focus should be on professional, evidence-based differentiation. Acknowledge that there is another option, then pivot to what truly matters to the customer: objective value. By citing evidence or references—like independent benchmarks, case studies, ROI analyses, or product data—you establish credibility and let the customer see how your solution stands up on real metrics. This approach builds trust, keeps the discussion constructive, and helps you address the customer’s specific needs without resorting to hype or personal attacks. Disparaging the competitor or making unsubstantiated claims undermines credibility and can backfire, while simply ignoring the mention misses an opportunity to engage. Demonstrating clear, data-backed reasons why your offering fits the customer’s use case, including factors like total cost of ownership, integration, support, and outcomes, makes your position stronger and more persuasive.