Sales and revenue targets are the KPI’s that drive 21st century organisations. Today people across organisations are focused on forging new relationships to generate business. Utilising various sources such as cold calls, meetings, etc. – It’s all fair play! However, when engaging a prospect, one of the worst things to do is to badmouth competition in order to generate business for your organisation. This might very well work in the short term however, it does more harm than good.
Here are some points that can help you see the bigger picture.
- Respect your opponent: When you badmouth competition, you have to realise, you are also advertising on their behalf. Remember, the often used cynical phrase – ‘there is no such thing as bad publicity’. Moreover, this puts your reputation at stake as you’re constantly trying to find faults with your competitor rather than highlighting your own USPs. Respecting your opponent also means respecting yourself, and the industry you operate within.
- Loss for the industry: Remember, talking negative about the competition also creates reservations and concerns about the sector one works within. Badmouthing competition translates to badmouthing the industry, which essentially means; a loss to the industry. Potential clients will form decisions based on your negative feedback. This in turn, portrays the industry in an undesirable light. Speak only about your organisation, highlight the things you do best, and how you deliver an excellent service.
- Loss of employment: When you lose business, it’s not just the organisation that’s losing, it’s the industry/sector losing a chunk of business as well. The loss of the client trickles down to others within the industry and has a detrimental effect on their livelihood as well.
People seldom realise the impact it has on their business when they badmouth competition. As noted above, the key to generating new business is to focus on ‘what you deliver best’, highlighting your capabilities and strengths, rather than creating an image of being obsessed by your competitor.
Lastly, I end this post with this inspiring quote by David H. Hackworth - “Respecting your opponent is the key to winning any bout. Hold your enemy in contempt and you may miss the strategy behind his moves”
The post "Badmouthing Your Competitors – Congrats!" first appeared on LinkedIn. Ketan Gajjar is Director of QX Recruitment Services, where they provide consultative and highly scalable recruitment services for businesses in the UK.