a rather specialist presentation question

[stormbind]

Scenario:

You are pitching your services at a convention, and your services are not unique.

1. Assuming you can identify strengths in your service, and weaknesses in competitor's services, is it prudent to attack the competitor or should you concentrate on your strengths?

2. In the event that your identified strengths turn out to be damp squibs, what is the backup plan?

Sorry for asking odd questions

--Glen

Memoria mihi benigna erit qui eam perscribam

 

[jebenson]

As to question 1, from the point of view of a consumer, I like feature comparison charts - although in your case I guess it would be services that are compared. I don't see them as "attacking" the competition in order to promote your product/service and I find them useful (along with a grain of salt) in making purchasing decisions.

I used to rock and roll every night and party every day. Then it was every other day. Now I'm lucky if I can find 30 minutes a week in which to get funky. - Homer Simpson

 

[SantaMufasa]

Stormbind,

An effective product-comparison technique that leaves you blameless from your competitors is to identify strengths that your product has that are missing from one or more of your competitors by saying,

As you evaluate and consider alternatives to our product/service, be sure to look for theses features: <then list the competitors deficiencies>. Our competitors are often are missing or weak in these capabilities.

In this way, competitors cannot complain about your badmouthing since you didn't mention them by name. There are only two scenarios (neither of which you must worry about): 1) The competitor really doesn't have that feature or 2) they have the feature, in which case, your remarks were not refering to their offering, but to other competitors.

Mufasa
(aka Dave of Sandy, Utah, USA)

http://www.dasages.com

Do you use Oracle and live or work in Utah, USA?
Then click here to join Utah Oracle Users Group on Tek-Tips.

 

[dgillz]

I never slam my competitors in early presentations, I try to make the prospect come up with ideas along these lines without being blatant about it. If a prospect is getting close to buying and I know who the competition is, I will show the prospect certain things my software will do that I KNOW the competition does not do, or does not do as well.

I have no idea what a 'damp squib' is. Please let me know.

Beware of FFD - Feature & Function Dump. I sell an ERP package, and before I give a presentation, I determine the prospect's needs. I can demo for hours on the lot control aspects of the software I sell, which is vital in a pharmaceutical environment, but a total waste of time to people who do not need this feature. I try to avoid this unneeded info at all costs.

This upfront work to determine the "pain points" of a prospect -- often unpaid -- will make all the difference in closing the sale. Then your presentation can be about how you can help them relieve or eliminate the pain. If your competitors do not do this, you will mke them look like amateurs.

Software Sales, Training, Implementation and Support for Macola, eSynergy, and Crystal Reports

http://www.gainfocus.biz

 

[KenCunningham]

For what it's worth:

'Damp squib' - a wet firework, ie one that won't ignite and do it's stuff.

 

[johnwm]

stormbind

You need to find a Unique Selling Proposition of some kind!
USP can be anything - physical product, performance, even price if you're after the bottom of the market. It just has to be one something that your competitors don't have.
Bad-mouthing the competition usually makes you look amateurish - it's YOUR product you should be talking about.

Also need to remember that FEATURES do nothing for customers - it's the BENEFITS to the CUSTOMER that help him to choose you. So when you look at features show briefly the feature, then expand on the benefit that the feature produces for the client.

dgillz
A squib is a small pyrotechnic - hence damp squib is an apparently good idea that just doesn't perform as expected

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