Many of our salespeople know that competitors are not good, so they say they don't know the situation of competitors when selling products. Wrong. When the trust is not established, the customer and you stand on the opposite side, and you do competitive product analysis, and he hates you; However, when the two sides establish trust and you propose solutions for him, he is eager to listen to the shortcomings of some competitive brands, otherwise the process will not be interrupted. Competitive product analysis must be done, know yourself and keep your competitive advantage at all times. At this time, we should not only analyze the competing products, but also let him know where we are good and where the other party is bad (but we must be objective and not malicious). The analysis at this time has two functions. On the one hand, it provided sufficient basis for his final purchase; On the other hand, after buying the goods, he must show off everywhere: "I bought it too well. How did you buy it?" We should provide him with sufficient arguments to argue with others and prove that his choice is the most wise.

Method 1: SWOT analysis

In fact, this step is to analyze your own products and competing products at the same time, and comprehensively summarize the conditions in all aspects, not only analyzing your own strengths and weaknesses, opportunities and threats, but also as a method of competing products analysis. Have an objective understanding of the advantages and disadvantages of products, and comprehensively consider the present situation and prospects of products, and compare them with competitors, such as being superior or inferior to your competitors, simplify and avoid complexity and over-analysis. It is necessary to strengthen the excavation of customer problems and strive to obtain customers from opponents. For example, you are a salesman selling air conditioners, and customers have the intention to compete for products. What we need to do is to understand what customers want to solve when they buy air conditioners. It is his old air conditioner that is broken, because its failure rate is too high, and we don't want to repair it, so we need a new one. Or the customer moved from the old house in the past to the new house now; Or customers have never used air conditioning in the past and now need to improve their living conditions; Or is the community central air-conditioned, which is not convenient for home use, and now it is necessary to install a split; Or get married for the children and so on. At this time, the focus of competitive sales is to "identify the problem and dig deep into customers" to help customers find their existing needs, which is better than competing products.

Method 2: Kano customer satisfaction model

Strictly speaking, this model is not a model to measure customer satisfaction, but a classification of customer needs or performance indicators, which helps enterprises to understand customer needs at different levels, find out the contact points between customers and enterprises, and better assist sales personnel who are in fierce confrontation with competing products. Kano customer satisfaction model contains three kinds of demands, which are classified into basic factors, performance factors and incentive factors according to performance indicators.