In fact, the likelihood is your prospects and clients are probably all aware of your direct competition as well. So, when your customer brings them up in conversation, how should you respond?
The tendency for many people will be to bash your adversaries. After all, you have the superior product and service, right? On top of that, highlighting your competition may send your prospect right into their arms, right?
While it initially sounds like a good idea, badmouthing your competition is actually counterproductive to your efforts. Find out why.