Show how you stack up against competitors and alternatives with honest, specific differentiation that builds trust instead of sounding defensive.
Prospects evaluate alternatives direct competitors, adjacent solutions, or doing nothing. Comparison sheets help them. But most are obvious propaganda your column is all green checkmarks, competitors are red X's. Prospects see through this. Honest comparison sheets acknowledge trade-offs, highlight where you're genuinely better, and help buyers understand which solution fits their situation. This builds trust whilst positioning your strengths. This chapter shows you how to create comparison sheets that prospects actually find useful, handle competitor positioning without being defensive, and guide buyers toward the right choice (hopefully you).
Sales reps need more than a pitch deck. They need email templates that don't sound robotic, case studies that prospects recognise themselves in, calculators that quantify ROI, and videos that explain complex value quickly. Build the collateral that makes selling easier.
See playbook
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Arm sales reps with competitive intelligence on one-page sheets covering competitor strengths, weaknesses, and effective counter-positioning for common objections.
Identify what you do better or differently that competitors can't easily copy to defend margins and win customers consistently over time.
Articulate the specific outcome customers get from your solution to communicate why they should choose you over doing nothing or using alternatives.
Display evidence that others trust and use your solution to overcome scepticism and reassure prospects they're making a safe choice by buying.
