Knocking competitors never a wise thing to do
David Perry, Executive editor -- Furniture Today, August 11, 2003
Every retail salesperson has a choice when he or she tries to close a sale. Facing questions about a competitor, the salesperson can knock the competition ... or take the high road. The wise course of action: Tell your own story and don't badmouth the competition.
I am reminded of that counsel as I reflect on a curious lawsuit filed by one bedding retailer against an employee of another. The retailer alleges the employee disparaged the competition, and is suing the employee for defamation, unlawful interference with a business and unfair and deceptive trade practices.
Bedding veterans I've checked with don't recall any other lawsuits of this nature. But they do acknowledge that knocking the competition is not unheard of in the world of mattress retailing. "It happens more than it should," one executive admitted.
I am not naming the names of those involved in the badmouthing litigation because I don't know if the lawsuit has any validity. I have my doubts, frankly, but that issue will play out with the lawyers and in the courts.
But I don't have any doubts about the foolishness of saying bad things about your competition. It may be tempting to do so — and the competition may even deserve a barb or two — but it ultimately is unwise to go negative.
I say that for several reasons. Perhaps most importantly, knocking the competition deprives you of a valuable opportunity to tell your own story. When you have the customer in your store, do your job. That means telling her why your mattresses will give her a great night's sleep and will improve the quality of her life. It means telling her about your commitment to meeting and exceeding her expectations. It means telling her about the quick delivery you will provide and about how you will take her old bedding off her hands.
A successful retailer will have plenty of compelling reasons why the consumer should buy from them. And those reasons should come out as naturally as a friendly greeting and a sincere handshake.
How should retailers respond to pointed questions about a competitor? Turn them into an opportunity to tell your story: "I don't know what my competitors do, but I do know that we will do everything we can to make you happy."
Badmouthing the competition backfires. It raises doubts in the consumer's mind about your integrity and professionalism. It also makes it harder for you to focus on something far more important: Closing the sale that is right before you.
So take the high road. Tell your story with confidence and conviction. That's a point my dad impressed upon me as I was growing up: Don't tear someone else down to build yourself up, he used to say. You are responsible for your own good reputation. That's still good advice today.
