Thanks for your question. Let's begin answering your question by taking a look at current events. They always have a way of challenging our life's choices. We can constantly question our personal and professional motives. This way, we learn from the actions of others as well as our own internal moral compass.
Recently during committee hearings about the IRS targeting conservative groups applying for exemptions, one Congressman threw aside his prepared questions. Exasperated, he bemoaned the state of current politics; the lack of information, lack of accountability and negative campaigning. The Congressman mentioned the use of "30 - second attack ads" that bring "despair to the American people" over the nature of politics today.
We have discussed negative politicking and its comparison to negative selling before (Does Negative Selling Work: TTS Newsletter: Issue 45). Since then, I have found a few studies which I hope will be illuminating as you address the notion of what kind of Salesperson you wish to be.
Who is more likely to use Negative Selling?
Interestingly, one study found that the candidates most likely to use negative ads are the challengers (ThisNation.com). Incumbents have generally spent years building positive images of themselves among voters. If one of your competitors is currently an "incumbent" by virtue of having sold to this particular client already, you may perceive yourself to be at a disadvantage. Will you therefore be more likely to use Negative Selling? Will you be tempted, thinking that the incumbent is a proven commodity and will be more likely to be chosen? What are the risks involved if you chose a negative selling approach?
Risks
Will your approach be considered fair play? There is a fine line between highlighting a competitor's "trade-offs" and being perceived as desperately unprofessional. You must be aware that the effects of negative selling might be the opposite of what you intend. You may risk being considered a mudslinger...a "typical sales rep." You may think, "Well, I can't ignore my competition. I don't think I can win this by just putting my best foot forward." But remember the core of Superstar selling--TRUST.
According to a recent bipartisan survey commission by the Project on Campaign Conduct, it is clear that voters dislike negative advertising in political campaigning. Voters are overwhelmingly distrustful of negative campaigners. 87% of voters are concerned about the level of personal attacks in today's political campaigns. 67% say they can trust the government in Washington only some of the time or never. There is definitely a concern for a backlash involved in "going negative."
What to Do?
What should your strategy be when you are being attacked? Here are some ideas.
Anticipate and Strike Preemptively
Your first strategy when facing mudslingers is to anticipate the mud and strike preemptively, and strike first. This is by far your best strategy. If you know the competition is going to bring up one of your negatives, why wait to respond? You will gain more trust with your client by preemptively discussing the "tradeoffs" with your client.
If you fail to use this strategy or you are caught off guard by a mudslinger, you have four main strategies for dealing with the mud.
Attack the Attacker
Ask why your competitor feels compelled to focus on your product or solution as opposed to her own? Might she be afraid that her solution cannot stand on its own?
Engage in Denial
Demand unbiased highly credible proof of the mud being slung. Of course this only works if the charges are false.
Agree and Change the Game
Turn the attack into a positive. For instance, if you are selling software and your competitor is hammering your offering because it does not have as many features as theirs does, simply change the game to ease of use. The more features, the harder a product is to use. Remind your client of the time and money required to train employees to utilize and manage it. Now, what if your negative really is a negative and there is no "tradeoff"? Simply agree with the obvious and refocus your customer on your unique competitive advantages. Remember, sales superstars know that at the end of the day, trust trumps features and benefits.
This strategy works only if your clients would perceive the issue to be irrelevant to their current decision. You will ultimately come to your own decision as to when to pass judgment on a competitor's offering. If building trust is your primary concern, this will come easy to you. Given that trust is at the heart of what you do, you have already earned the trust of your client by advising and consulting with him along the way. You may have done a number of things to help him or her along the sales process. You may have helped draft bids, analyzed their financial statements, offered budgeting help, established a critical event time line, and have even helped evaluate your competition. While doing so, you would have offered an analysis of the "trade-offs" of choosing another vendor. You might have sought out results from other buyers who chose other vendors and may even have a comparison matrix for your client to consider. In doing so, you will be rewarded with the satisfaction that you have not resorted to negative selling in order to achieve a sale. Instead, you have become your client's trusted adviser while choosing a solution best for him or her. Now that is positive selling!
Remember:
"When you sling mud, you lose ground." - Adlai Stevenson
