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Competitive Selling: The Art of Comparison

It’s a common scenario: a salesperson is making a pitch to a potential customer. The customer has heard all about why this product is the greatest thing around and how it will solve all of her company’s problems. The salesperson sits back, thinking that he has just closed the deal. But what is going on inside of the customer’s head?

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She is thinking about the competitor who was recently in her office the day before. How does this new product compare to the one she saw yesterday, and which one is better for her? If the salesperson’s company had taken this into account ahead of time, it would tip the scales in their favor of winning the deal.

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