What to do when they mention a competitor by name to you

5 days ago
3 min read

Updated: 3 days ago

Introduction

A buyer says they are also speaking to a named competitor, and the temptation is immediate: to explain the difference, to mention something you have heard, to point out a weakness. Almost every version of that instinct makes things worse, because criticism of a rival is heard as a statement about the person making it rather than about the rival.

The mention is also useful information that is usually wasted. It tells you who you are actually competing with, what the buyer is weighing, and frequently what they are worried about. Handled as a question rather than a threat, it improves the conversation; handled defensively, it ends it.

1. What to do when they mention a competitor is first to say nothing critical

The rule.

No comment on their quality, their prices or anything you have heard. Buyers extrapolate from how you talk about others to how you would talk about them. A supplier who criticises a rival is assumed to criticise customers too.

2. Acknowledge it and move on quickly

The response.

"They are a reasonable firm" or simply noting it, then continuing. Reacting strongly signals that you feel threatened, which is itself informative to the buyer. Composure at this moment is more persuasive than any comparison you could make.

3. Ask what they liked about them

The productive question.

It reveals the criteria being applied, which is worth more than any argument. Buyers answer it readily because it is not a competitive question. The answer tells you what to emphasise for the rest of the conversation.

4. Ask what they are still unsure about

The follow-up.

This surfaces the actual decision. Frequently the doubt applies to both suppliers and it is something you can address directly. It also moves the conversation from comparison to their situation, which is where you want it.

5. Compare on criteria, not on suppliers

The framing.

Talk about what matters in this kind of work — response times, what is included, guarantees, approach — rather than about the named firm. This lets the buyer draw the conclusion. A conclusion they reached themselves is held far more firmly than one you asserted.

6. Be honest where they are genuinely better

The credibility move.

If a competitor is stronger on something, saying so is disarming and it makes everything else you say more believable. It also filters out buyers you would not have satisfied. Very few suppliers do this, which is what makes it effective.

7. Never repeat rumours

The line.

Anything you have heard about a competitor's finances, staff or work is unverified, potentially defamatory, and it reflects on you. In some jurisdictions it carries real legal exposure.

8. Use it to understand your market

The internal value.

Record which competitors come up and how often. Most businesses are wrong about who they actually compete with, and this is the cheapest correction available. One column in the enquiry log is enough.

9. Compete on what you control

The conclusion.

Response speed, clarity, evidence, how the conversation goes. These are the things the buyer is comparing in the moment, and they are entirely within your control. None of them require mentioning anybody else.

Be careful with comparative claims of any kind. Statements about identifiable businesses are regulated differently across jurisdictions, disparagement carries real risk, and anything factual you say about a competitor needs to be accurate and evidenced.

Conclusion

Treat the mention as information rather than a threat, and never criticise the rival.

Acknowledge it without reacting strongly, ask what they liked about the other supplier and what they are still unsure about, compare on the criteria that matter rather than on the firm, concede honestly where a competitor is genuinely stronger, never repeat anything you have heard, record which competitors come up so you know who you actually compete with, and compete on the things within your control.