Manager Sales of a large equipment distribution company was called by Director Supply Chain of a large technology company. He was asked about the country of origin of his proposed equipment?” Sales Manager replied without a second of hesitation “Country X”. Then, the customer asked “why is an equipment assembled in Country X considered inferior than exactly similar equipment in Country Y”? The Supplier answered again without a hesitation “it is not quite so” and then listed a number of reasons for his statement”. Then he was asked why is a product assembled by a world-renowned assembler, in its state-of-the-art factories, using exactly same components considered inferior than that by an OEM. He again replied confidently that it is not so and listed a number of reasons including facts and figures based upon quality parameters. Next week, he got an order of half a million dollar.

Few days later, the customer explained in a face-to-face meeting that “that he chose not to do the business with the competitor because he was continuously speaking negatively about his rivals. Instead of highlighting the features, advantages and benefits of his own products, his only focus was to throw mud on others and bring them into disrepute”.

Disrespecting your competitors and disparaging them in your presentations is one of the surest ways of losing the trust and confidence of the customers. One of the reasons the customers want to do business with you is that they like you and that you are perhaps in the business longer; speaking ill of competitors doesn’t hurt customers as much as it hurts you. It may deprive you of your respect and lose your best business opportunities.

I know of a very successful businessman who tries to speak only positively about his competitors and their products and thereby endears himself. In case a genuine issue does exist, he prefers to keep quiet; without speaking ill, silently and subtly, lets the customer understand.

Your integrity is more important than any deal, and being a person of noble character will provide you with a reputation that attracts clients. It shows your training and upbringing also.

Some salespeople believe that winning requires us to destroy our competitors. It’s not quite so. You beat the competition when you create greater value than they do. Achieve this by giving your client the experience of what it is like to work with you—not by trying to destroy your competitor by speaking poorly of them. In the days to come, selling will be practiced like a religion; more righteously you operate, more success you would be able to accumulate.