The full title of this book by Robert DeGroot is
Competitor Analysis: Find Your Unique Selling Points, Know What Objections to Expect, and How to Neutralize Them
In my review posted on Amazon.co.uk, I gave the book Three Stars. This means Worthwhile.
Here is my review.
Useful technique for sales presentations
This is a short book that looks at how you can sell against your competitors by neutralising their unique selling points whilst emphasising your own.
It very much takes a sales rather than strategic marketing approach to differentiating your presentations and proposals based on selling against a few specific rivals and it uses a system that means you’ll have done your homework upfront or someone else has carefully studied the market for you.
Some of your objections will come from areas where your competitor is strong, so the more you’ve identified these issues and thought about how to counter them, the better your presentation should go.
I’ve read and reviewed many of the books on differentiating your business, finding your own positioning in the marketing and USPs and this will stay part of my library to help businesses. It would have earned a higher rating if it had been longer and included more examples.
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