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How to talk badly about competitors without looking like an idiot?

by Michael9
11 replies
Hi,
I would like to send proposals to some companies, where I would like to explain them why my client is better then his competitors.
He offers customer service outsourcing for US companies communicating with german customers, and he knows some cheap competitors hiring people who are not native german speakers, so they are cheap, but their grammar is horrible.
But the US clients of these cheap competitors will never know about it, because they dont speak german and they can never check the grammar, they just hire the cheapest companies and believe their services are OK.

How can I explain them this problem without looking like an idiot talking badly about competitors?
Thanks
#badly #competitors #idiot #talk
  • Profile picture of the author Robscom
    Originally Posted by Michael9 View Post

    Hi,
    I would like to send proposals to some companies, where I would like to explain them why my client is better then his competitors.
    He offers customer service outsourcing for US companies communicating with german customers, and he knows some cheap competitors hiring people who are not native german speakers, so they are cheap, but their grammar is horrible.
    But the US clients of these cheap competitors will never know about it, because they dont speak german and they can never check the grammar, they just hire the cheapest companies and believe their services are OK.

    How can I explain them this problem without looking like an idiot talking badly about competitors?
    Thanks
    Instead of bashing a competitor, you would do better to emphasize the importance to use a better quality service (yours) and not go with the lowest bidder.

    If they want cheap, they can go to G**gle translate and get a garbled mess. But hey, it's free! So it's a bargain.

    Except it's not. You know it's not. Having high-quality translations is worth a premium price.

    Even better would be a true story about how a badly translated piece was an embarrassment to a company. (You have numerous stories you can find online, but your personal experience would be better. Have you ever had to fix a poor job? Don't name names, but relate the story.)
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  • Profile picture of the author kenmichaels
    Originally Posted by Michael9 View Post

    Hi,
    How to talk badly about competitors without looking like an idiot?
    Talk badly about a competitor and you WILL look like an idiot.

    Never do it, ever.

    If you know what your competitor does wrong ... make sure
    you mention you do that better.
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    • Profile picture of the author Claude Whitacre
      Originally Posted by kenmichaels View Post

      Talk badly about a competitor and you WILL look like an idiot.

      Never do it, ever.

      If you know what your competitor does wrong ... make sure
      you mention you do that better.
      The only time I mention a competitor is if they bring it up. Then I'll say great things about them, and explain how they are the perfect fit...for situations that don't apply. Of course, I let the client tell me that they don't apply.


      Never mention a competitor. Your customer may not even know that they exist. And mentioning a competitor just gives them a real reason they have to wait....to make sure the competitor, that you just brought up, isn't right for them.
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  • Profile picture of the author Peter Lessard
    If it really is a problem that actually and truly costs the companies money then demonstrate that. If it does not actually cost them money and you can't prove it they won't care.

    By using actual examples you do not need to bash anyone, it just becomes matter of fact.
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  • Profile picture of the author gingerninjas
    I agree - I wouldn't be talking badly about competitors. If the business has done a competitor analysis they are probably aware of the FAB and also the weaknesses of competitors anyway so I would take the high road and if they aren't interested and you are the better option for their business I would just wait for them to analyse the options. Usually when clients are focused on cheap competitors it's not really worth their business anyway.
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  • Profile picture of the author George Schwab
    I got an idea, because i know the translation service niche:

    You simply send them to the page that hires translators.
    Let them verify for themselves the exact point you try to make.

    Everyone that does hire non-natives are the proven amateurs.

    The ones that have strict rules in that regard, are the only ones that are professional.

    So you can ride this angle however you like, the point is: They will verify your point by themselves,
    so you dont have to convince them. Non-natives make so many little mistakes, it ALWAYS sounds bad.
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  • Profile picture of the author Jason Kanigan
    Don't.

    If you have a differentiating factor to your offer, something you know you do better, feel free to point it out. But don't mention competitors by name. All you'll do with that is give the prospect options they probably didn't know they had.

    This is where the "Seven Mistakes You Haven't Considered When Choosing A Web Designer" type of document comes in. You get to promote your plusses and ding your competitors' negatives without specifically referring to them. At the same time, you position yourself as the expert and educate your prospect about why working with you is the best idea.

    It also helps if you have feedback that your target market does indeed value these differentiating factors once educated about them. Create a document, test it with your target market, and ask for their feedback. If you find some points don't click for them, you can identify the issue and replace them.
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  • Profile picture of the author amalrichard
    You can explain them what you will do to them and what Result they will get once you do the service to them.

    You can explain about your competitors work to them and tell out your Uniqueness in the service.

    Just tell out the result they get

    Just my suggestion.
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  • Profile picture of the author DABK
    They use Behr primer and paint in one. We use Behr primer and Behr paint. That means we prime, then paint. That means the paint looks fresh 2 times as long.

    That's talking bad about your competitors that you can do. And, of course, you'd produce proof that 'they' use the all-in-one primer and paint, unless it's a well-known thing in your area (like, 'they' advertise that they do that, We use all-in-one primer and paint, so our costs are lower, so we don't have to charge you as much.

    Disclaimer: I have no idea what Behr paint and primer all-in-one does or the other version.

    But you get the point.

    Of course, 'they' can talk badly about you:

    We use all-in-one, so we give you a nicely painted house for less than those *******s. A scientific test run by x university shows that using primer and paint separately keeps the paint fresh, on average 2 weeks longer than using the all-in-one. Are you willing to pay $697 more for just 2 weeks?



    Originally Posted by Michael9 View Post

    Hi,
    I would like to send proposals to some companies, where I would like to explain them why my client is better then his competitors.
    He offers customer service outsourcing for US companies communicating with german customers, and he knows some cheap competitors hiring people who are not native german speakers, so they are cheap, but their grammar is horrible.
    But the US clients of these cheap competitors will never know about it, because they dont speak german and they can never check the grammar, they just hire the cheapest companies and believe their services are OK.

    How can I explain them this problem without looking like an idiot talking badly about competitors?
    Thanks
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  • Profile picture of the author Michael9
    What would you think about B2B companies selling expensive high quality products to you, if you call later their customer service and you have to talk with some Indian guy you barely understand or you get emails from them with many small mistakes?

    I think it looks unprofessionally and they will lose some customers, but I have no numbers and no case studies. I just think it´s obvious. But they dont know they have a problem, because they dont speak german, so they never see the mistakes.

    They believe the outsourced customer service works just OK, so there is no reason to change anything. They dont know that they could get much better results and more satisfied customers with native speakers, they dont even know that the cheap companies dont hire native speakers.

    It´s really a little bit complicated to explain them that they have a problem.
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    • Profile picture of the author savidge4
      Ask your potential clients if they have Directv... if they answer yes.. then ask if they have ever called to set an appointment or what have you... did they speak to an offshore call center.. what was their experience? Do you want to replicate that same experience with your clients calling YOU?

      You have to bring this issue down to a personal level... they need to draw from their own personal experience... you telling them that their customers are not satisfied means nothing - how the hell do you know? but turn the tables onto their own experience with an offshore experience.. and how it may have been frustrating, and then bring it back full circle to their customers personal experience - there is now a parallel between the 2 - and the possible value you may offer.

      You have to remember you are not trying to sell your prospects customers.. you are trying to sell your prospect, and to even suggest they are treating their clients poorly.. you may as well tell them their child is ugly and stupid.


      Originally Posted by Michael9 View Post

      What would you think about B2B companies selling expensive high quality products to you, if you call later their customer service and you have to talk with some Indian guy you barely understand or you get emails from them with many small mistakes?

      I think it looks unprofessionally and they will lose some customers, but I have no numbers and no case studies. I just think it´s obvious. But they dont know they have a problem, because they dont speak german, so they never see the mistakes.

      They believe the outsourced customer service works just OK, so there is no reason to change anything. They dont know that they could get much better results and more satisfied customers with native speakers, they dont even know that the cheap companies dont hire native speakers.

      It´s really a little bit complicated to explain them that they have a problem.
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