If you have to sell your product, seminar, workshop, training or other services by running down other vendor’s products then what you are offering is probably not worth buying.
If you have to sell yourself by running down another trainer then you are probably not that good and not worth booking.
When a potential client asks about your product and how it compares to a competitor’s product, talk about the similarities, then shift the focus and talk exclusively about the benefits of what you offer and their return on investment from your product or services.
If a client asks how you are different from another trainer they are also looking at hiring, talk about what you bring to the table that is unique. This can be your experience, your training, your style, the way you engage the learners, the way you use technology, the follow-up after the presentation, additional resources you provide or anything else that makes you unique and sets you apart. Help them understand the benefits of what you bring and the return their personnel and organization will experience when they make the investment to hire you.
There are a lot of great trainers, products and programs. What you offer will not be a good fit for everyone. Sell based on your strengths and stay away from slinging mud at others.
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