Know-How Exchange : Strategy

I would not refer directly to the competitor's claims, but I would be sure to highlight your competitive advantages (over that competitor specifically) in your proposal.

With a little luck, the prospective client will recognize the difference in your approach and (a) discount the competitor's disparaging remarks, and (b) appreciate that you didn't let yourself get dragged into the mud with him.

There's less risk for you this way than the alternatives, though there's no guarantee it will work, of course.

The key would be to talk about how carefully you determine when it's time to advance or stay behind. Your customer does the same.

"Like you, Mr. CEO, surpassing your competition requires diligence and planning...cornerstones of our company"

You get the idea.

Michael

Then use the words "proven" and "demonstrated" in your proposal. And don't shy away from "advanced," but define exactly what you mean by "advanced" (i.e., what it means to be advanced, how that benefits the client, in what way advanced, etc.).

The idea is to use the competitor's accusations to bolster your argument without specifically referring to the competitor by name, or to the claims of "unproven."

I love it when competitors do stuff like this, because it gives me an opportunity to shove it right back at them in the proposal, where it counts. It also forces me to articulate the benefits that the client will get as a result of the reversal of the competitor's claim. (If you can point to how your solution is advanced AND proven in actual use, you'll have negated the competitor's claim and left them with the "not-so-advanced" solution.)

More than once I've taken a competitor's claim, for example, that they have relevant industry experience (while we don't) and pointed out in the proposal that we have no "baggage" from prior biases in the industry, and can take a fresh, objective look at the situation. That's taking their position and turning it against them. That's what you need to do. (We also point out that INDUSTRY experience is less relevant than broad and relevant MARKETING experience, and we have that in spades -- almost always more than the competitor.)

I think the most valid evidence against your competitors claims against your would be statements from current customers refuting it. That will hold much more value than you saying it about yourselves.

"I understand your concerns in this area and here are two customers that had the same concern. They decided to go with us and benefited xxx way."