When a salesperson mentions a competitor by name while trying to sound
better than them, but
accidentally plants that competitor in the customer’s mind and sends them off to research them.
Competitor seeding is when you weaken your own pitch by defining yourself in relation to someone else. Instead of sounding like the obvious choice, you sound like a reaction.
In sales:
The moment you name the competitor, the buyer starts wondering:
• Who are they?
• Should I check them out?
• Why are you talking about them so much?
Better move:
Don’t name the competitor.
Name the gap.
“Most solutions in this category don’t include this, so teams end up paying for it separately. We built it in from the start.”
Bottom line:
If you name your competitor, you’re doing their
advertising.
If you name the capability gap, you’re doing your own positioning.
