In my years of training salespeople, I spent many months on this one single concept. Your competitor is really not your competitor but an ally. They justify your existence and only contribute to the over all experience of your business sector. Your “true” competitor is disposable income.

Well, how is that possible? When a family or family member makes a decision about purchasing a new car, new home, or even a vacation, their money is spent. They really don’t have the cash or credit to purchase more. As I was training my team, it was our job to challenge the value of these purchases against our products and services.

I would say, “Can you image what a wonderful time you will have at Disney World for that one entire week!” The family would be excited.

 I would then say, “What would you think about having that kind for joy, every day of every week for years?” The family would say that it would be fantastic.

I would show them that a new big screen TV with a surround sound system would benefit them more than a one week vacation.

Sales are always about selling benefits and allowing the client to make up their mind.

I always made budget when my team didn’t think about the competition, but focused on their new client.

Remember, every new person you meet is a client untill they tell you no!