The selling arena can feel like a battle zone. Many professionals get caught with their sights trained on the competition. Nothing wrong with that, except it could cause you to lose focus on what’s really important: understanding what your customer wants to fix, accomplish or avoid.

To ensure you keep the customer’s needs in mind at all times, avoid conversations that steal focus away from you:

* “I guarantee my competitor doesn’t have…”
* “My competitor won’t treat you like we will.”
* “My competitor’s products are inferior because…”

These phrases detract from your opportunity to add value to the solution your company can provide. To ensure competitors don’t win the opportunity, constantly confirm the information you already have. Consistently ask questions to unearth any changes in your client’s feelings, intentions, budget or personnel – anything that may keep the sale from advancing.

Keep customer interests – not the competition – in your crosshairs to better differentiate your company’s solution from those of your competitors and get ready for victory.