How to influence decisions

Just overheard someone in a coffee shop.
Tearing a rival firm's approach apart.

Buyers who hear this kind of pitch -
you know what they remember?

Not the speaker.
Not what they're selling.

The competitor being slagged off.

Knocking the competition feels clever... and satisfying.
But psychologically it's a bad move.

You've given them credibility at your expense.
You've given criticism airtime... that's weakness.
You've just told the client your nemesis is worth a call.

Here's what to do instead.

• Demonstrate deep understanding of industry issues.
• Ask the questions clients haven't heard before.
• Listen and act on their answers.

That's how to influence the decision.