🤩 Today’s SPIN® Behaviour Challenge

“Their product is terrible and their support is worse.”

Your client nods politely. And quietly decides they can’t trust you.

Nothing destroys credibility faster than bad-mouthing a competitor.

The Smarter Competitive Move

Attacking personally feels like differentiation. It lands like insecurity.

The moment you go negative, three things happen: the client questions your objectivity, wonders why you feel threatened, and — if they’ve used that competitor — you’ve just insulted their judgement.

Huthwaite’s research found a more powerful approach entirely. Don’t attack the competitor. Create doubt about the category.

Not: “Their AI integration is weak.”

But: “Many organisations find that technology alone doesn’t deliver the behaviour change they expected — how are you thinking about that risk?”

Nothing personal. Everything relevant.

The client now has a question in their mind that your competitor has to answer — without you ever saying their name.

Doubt about the generic problem beats an attack on a specific player. Every time.

THE CHALLENGE:

For your most competitive deal right now, write one question that creates category doubt — not competitor criticism:

“What’s your biggest concern about implementations like this not delivering expected ROI — and how are you protecting against that?”

Let the question do what the attack never could.

Do you agree?

I am Regional Development Director at Huthwaite International.

Drop “DOUBT” in the comments if you’re competing smarter today 👇

Thank you.

Need inspiration — text “30 min” on my mobile +45 2670 0356

All the best.

Anders 🤩

#Huthwaite #SPINselling #CompetitiveSelling #SalesStrategy #Mindset #B2BSales