Many sales reps send me emails asking the same thing, "How can I sell against my competition and win the deal?" They tell me it gets more and more difficult as there is always someone who has a similar product for less money, or who can offer their kind of service with more bells and whistles, etc. What can they do? Let's look at a few facts and then put together a sales strategy. To start with, if a prospect hasn't bought anything yet, it means they haven't found exactly what they're looking for, right?

And, as always, only your prospect knows what the magic "it" is (their true buying motive), and so it's up to you to ask the right questions to figure out what it's going to take to close each particular prospect. I'd start with these:

1. If your prospect is telling you they can get it cheaper somewhere else, ask:"Why haven't you gone ahead and placed your order there yet?" Or, "Yes, that is a good price, just curious, what's preventing you from going with them on this?" Or, "What were you hoping to gain by talking with me (or with my company)?" All these questions will force your prospect to tell you what their real buying motive is and will give you a chance to earn their business.
2. If your prospect says they have been doing business with X, or that XYZ offers more service, or better add-ons, etc., say:"Yes, I've heard about their offer - what's missing about it that still has you looking around?" Or, "Yes I know, in fact many of their customers call me as well. What motivated you to call me?" And, "Yes _________ I know all about the other companies and their promotions. Just out of curiosity, why haven't you made a decision on this yet?"

Once again, these questions (and all the other ones I know you're thinking of right now) will reveal what your prospect's true buying motives are, and until you know them you've just shooting blind. Kind of like 80% of your competition does. Once you understand what it's going to take to sell them, you need to build the value of doing business with you and your company.