If You Can't Say Something Nice

"If you can't say something nice, Shhh, say nothing. Take a bit of good advice, shhhh, say nothing.Think of friendly things to say, that's the path to follow. When you think an unkind thought, button your lips and swallow."

I loved it as a kid. It's still great advice - personally and professionally.

I make Thumper's song a set rule when speaking about the competition. No matter what the question, or comment - I simply refuse to dis the competition. Directly, that is.

You're probably thinking that's impossible in business. It's totally possible - and you'll be better off for it. Here's why.

When you speak negatively about the competition, you take yourself down a level in your audiences' eyes. Think about it from your own personal perspective. Do you like it when a sales rep starts telling you how bad all the alternatives are except the thing he wants you to buy - his product. It probably ticks you off and makes you want to go buy one of the other options, just to spite him. Especially if that sales rep is really aggressive.

Business buyers are not really that different. They want to hear about you and your capabilities, your customers' solutions - the value you provide. They don't want to hear your opinion about the alternatives. After all, it's a tainted perspective, now isn't it?

Ask yourself... why would you give your competition any energy at all? Why would you bring them up in a conversation with your customer? Think about it. When you talk about your competition - other than when positioning alternative categories vis a vis your solution - you're spending scarce marketing dollars or sales resources on your competition. Now why would you do that?

Stop talking about your competition.

"But what if my customer asks me about them?"

That's the perfect opportunity to position them exactly where you want them. How?

Take Thumper's advice and say something nice. Tell your customer where a competitor excels. Give them kudos for a very specific piece of the market, a very specific expertise, or a very specific solution. Pigeon hole them. Give them a segment that they can own. Make sure it's a segment you don't want. Better yet - give them that nice juicy segment that looks so appealing, but in reality is quicksand.

The result? You say something nice, you impress the customer with your openness and honesty, and you position the competition exactly where you want them. Out of your deal.

I guess Thumper was a pretty smart business bunny after all, huh?