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I am always amused and befuddled by competitors who spend more time and
energy trashing us and NetSuite than they spend on articulating a concise, clear
and powerful value proposition for themselves. I know when it happens, too.
Usually it's on the second or third conversation with the prospect and they will
have several pointed questions or comments about software as a service. Great.
My competitor has given me the opportunity to discuss issues like business
continuity and the TCO of software as a service. Of course, it's on me to
articulate a clear and powerful rebuttal to the FUD that XYZ competitor came up
with and, frankly, that's not a problem.
I was glad to find that I am not alone in thinking that lashing out at the
competition is a waste of time and poor sales behavior, very often
counter-productive. This
post by the Salesprocessdiva brings home the point rather well. (Wink to Jim
at CRM Mastery) I like competition as much as the next person and I certainly am
ready to compare my firm's market offerings to the next guy's. But there are
good competitors and there are lousy competitors. The competitors that really
challenge you are the thoughtful, intelligent ones, not the nasty, angry ones;
they're just annoying.
One of our guest webloggers Paul Greenberg writes a lot
about the Social Customer and this customers new expectations. In a
nutshell, though I urge you to learn more at PGreenblog, Greenberg believes that
there is a new customer emerging in the marketplace that seeks interaction, a
level of control and an intelligent sales process. If consumers are changing
their expectations of the experience they seek then one must naturally ask "How
about business buyers?" Are B2B buyers and sellers in a different league? Or do
business buyers seek the same level of interaction, control and intelligence in
the sales process as consumers? My guess is that business buyers may be lagging
the curve a little on the new expectations, but not by a lot. Especially younger
buyers. I find that they are more forthright and natural about the buying
process, as if they are carrying a lot less baggage.
My advice to B2B sellers is to bring your game up a notch. Create and refine
every day and every conversation your value proposition. Be ready to compare
your product to the competition with persuasive argument, not FUD. Your
customers demand intelligent selling. Give it to them. |
