Mostly, you shouldn’t. As little as possible.
Did you see the Chevy ad at the beginning of the SuperBowl? There was just no need to mention anyone else’s name. They’d made their point already. Nothing against Chevy, just not a good move. See the commercial on YouTube.
When you must address the competition, you can say things like “…..the reason our clients prefer to work with us is…….”
Or, “I’m happy to help you explore the landscape of other solutions on the market.” You can even throw in a little joke like — “Please remember that I’m biased” (if you have really great rapport).
Or even, “I hear some people say that *THIS OUTSTANDING BENEFIT* is the reason our clients decided to go with us when they could have chosen anything….”
Put people in touch with your clients who have done their own due diligence. Let THEM talk about the shortcomings. YOU be first rate. You will stand out.
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Class it up!
The Irreverent Sales Girl