It may be an exaggeration to say that our offering is so different from our competitor’s that it’s like comparing apples to oranges. If we concede that we’re both selling apples, then winning the sale often depends on our ability to communicate specific differences. Highlight the subtleties and tell the story with tools that lead customers through a close comparison:
+ Show a video of a customer that tried both and liked yours better
+ Contrast images of product construction. Point out which features are related to your patented technology
+ Present an explanation of how you’ll support the purchase. The products may seem similar, but it’s your service that will make them happy they chose you
We can win the sale by embracing an apples to apples comparison. If asserting that your competitors are picking from the wrong orchard is unrealistic, make sure your people are equipped and willing to compare your apples to any other apples out there.