When you treat your competitors with the courtesy and respect you
would like, most will respond in kind, and the result is a stable,
productive, profitable industry. On the other hand, an industry or
market that is composed of vicious, unethical competitors will soon
destroy itself. When you are asked how your products and services
compare with those of your competitors, speak respectfully and politely
about your rivals, but use the question to shift the discussion to your
company and your products.
Acknowledge others’ good points, and then move on. If you complain too
much about the competition, prospective customers may wonder what they
are missing and refuse to buy until they have compared your products and
services with those of others.
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