When studying competitors' products and services, which question should sales associates ask themselves?

• A. Why should I buy my own company's product or service over a competitor's?
• B. What is misleading about the competitor's prices or services?
• C. What can I tell customers about competitors that will make my company sound better?
• D. How can I convince customers that competitors do not offer good customer service?

Answer: (A)

The key idea is to anchor your selling approach in the value and advantages of your own offering, not in attacking others. When studying competitors, ask yourself why a customer should choose your company’s product or service over a competitor’s. This keeps your messaging focused on genuine differentiators—features, outcomes, and benefits that matter to the customer—so you can clearly explain why your solution fits their needs better. It also builds credibility and confidence, since you’re presenting a positive, customer-focused case rather than resorting to negativity.

Choosing this line of thinking avoids tactics that mislead or disparage others. The other options encourage pointing out supposed flaws, misrepresenting prices, or convincing customers that competitors fail at customer service, which can erode trust and backfire. Instead, concentrate on your own strengths, how they solve the customer’s problem, and how your offering compares in a fair, transparent way.