What principle do professional salespeople adhere to when discussing competitors?

Professional salespeople often adhere to the principle of never criticizing their competitors. This approach is rooted in the understanding that negative comments can potentially reflect badly on the salesperson and their company. Instead of disparaging competitors, successful salespeople focus on highlighting their own product's strengths and benefits.

This technique creates a more positive dialogue with potential customers, fostering trust and credibility. It also allows salespeople to maintain a professional demeanor, showcasing confidence in their own offerings rather than relying on negative comparisons. By focusing on what makes their own products or services valuable, salespeople can effectively engage with prospects and encourage them to consider their solutions. This principle helps to cultivate a respectful marketplace where competitive strengths can be acknowledged without resorting to disparagement.