Three decades ago when I was a young salesman in the UK, I walked into a lab in Cambridge University. The lab boss told me that my competitor had visited the previous week and informed her that my company's products were “just crap”. She asked what I thought of my competitor’s product and I said I didn’t know the company well but felt that our solution would win in a side-by-side comparison. In fact, I offered to lend her our system and suggested she ask our competitor to do the same so she could make up her own mind. She said that wouldn’t be necessary, she had made up her mind and she would buy from us. She said she didn’t have a good feeling about my bad-mouthing competitor. Basically, his “just crap” comment had made him and his company look desperate in her eyes.
In the high-tech B2B world, competition is inevitable. Whether you manufacture niche scientific equipment, sell software solutions, or provide technical services, you’re going head-to-head with other companies offering similar but different products. Naturally, we all want to highlight our strengths and win the deal. However, one of the biggest mistakes salespeople and business leaders can make is openly criticizing their competitors.
It might feel like an easy way to persuade a customer that your solution is better, but more often than not, it backfires. Taking the low road can hurt you more than it helps and here is what you should do instead.
1. It Makes You Look Insecure and Untrustworthy
When a salesperson or company representative starts bad-mouthing the competition unprovoked, it sends a signal: We’re worried about them. Instead of making you look like the stronger choice, it raises doubts about your confidence in your own product.
Think about it from the customer’s perspective. If your product is truly superior, wouldn’t it speak for itself? Wouldn’t the strengths of your offering naturally stand out in a head-to-head comparison? Criticizing competitors often makes you seem insecure like you need to tear others down to build yourself up. And that’s not a good look.
2. Customers Might Take the Opposite View
One of the fundamental rules of persuasion is that people don’t like being told what to think. If you go on a rant about how terrible a competitor’s product is, customers may instinctively push back.
They might think:
“Well, I know other companies using that product. Are they all wrong?”
“If this company is so focused on bashing the competition, what are they hiding about their own solution?”
“Maybe I should take a second look at the competitor’s product.”
In other words, criticism can have the opposite effect i.e. you just drive customers straight into your competitor’s arms.
3. You Might Insult a Customer’s Previous Decision
Many customers you’re pitching to might already be using your competitor’s product. If you openly trash it, you risk indirectly telling them, “You made a bad decision.” Nobody likes to hear that.
A smarter approach? Acknowledge that the competitor has strengths but position yourself as the natural upgrade or better long-term choice. Instead of saying, “Their product is terrible,” say something like, “They’ve done a good job in the industry, but we’ve taken things a step further by improving on some of the limitations customers have experienced.” Now you’re giving the customer a way to move forward with you without feeling like they’ve made a mistake in the past.
4. It’s a Distraction from Selling Your Own Product
Every minute you spend talking about a competitor is a minute you aren’t talking about your own solution. Why waste valuable time in a sales meeting running down the competition when you could be demonstrating why your product is the best fit?
A much stronger approach is to focus on your unique value proposition. If the competitor comes up in conversation, acknowledge them professionally and pivot: “Yes, they offer some solid features, but let me show you how we solve this problem differently.”
5. When the boomerang comes back it often whacks the thrower in the head!
Even big brands have fallen into this trap. Think of Apple’s long-running “Get a Mac” campaign, which featured the laid-back Mac guy (Justin Long) mocking the uptight PC guy (John Hodgman). While it was entertaining, over time, it actually alienated some potential customers who didn’t appreciate being made to feel like they were on the “wrong” side. It reinforced existing biases rather than winning over new buyers. Eventually, Apple abandoned the campaign and moved toward more product-focused advertising.
When Pepsi directly attacked Coca-Cola in its marketing things didn’t go as they hoped. While the Pepsi Challenge initially worked as a blind taste test, their later aggressive anti-Coke messaging ended up reinforcing Coca-Cola’s dominance rather than dethroning it. Coca-Cola, on the other hand, stuck to promoting its own brand image rather than slinging mud, and its market position remained strong. Where are Pepsi now, well their market share has almost halved and they have dropped to number three in the cola market, behind Dr. Pepper.
When is Comparing Products Fair Game?
This isn’t to say you should never discuss competitors. There are times when comparisons are useful—particularly when a customer brings up the competition first. If a customer asks, “How do you compare to [Competitor X]?”, it’s fair to answer. But the key is to be factual, professional, and focused on what makes your product a better fit for their needs.
A good response might be: “[Competitor X] has a good solution, especially for companies focused on [specific feature]. Our approach is different because we emphasize [your unique strength], which many customers find more valuable in [specific use case].”
The Best Strategy: Let Your Customers Do the Talking
One of the most powerful ways to differentiate yourself without bad-mouthing the competition is to let your existing customers do it for you. Case studies, testimonials, and references from happy customers are far more credible than any direct attack on a competitor.
A well-placed testimonial like “We switched from [Competitor X] to your solution because it was easier to use and gave us better results” is far more persuasive than anything you could say directly.
The Bottom Line
Instead of wasting energy criticizing competitors, put that energy into refining your product, crafting a compelling message, and delivering real value to your customers. Not only will you appear more professional, but you’ll also stand out as the more confident, competent, and trustworthy choice.
Because at the end of the day, customers don’t want to hear about why the other guy is bad, they want to hear why you are the best choice.
By focusing on your strengths and handling competitor discussions with professionalism, you build credibility and trust. That’s how you win in B2B sales, not by tearing others down, but by lifting yourself up. So remember to avoid The Boomerang Effect!
Thanks for reading.
Rory Geoghegan
March 10th, 2025
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