In this episode, Hannah and James discuss how to address your competition when it comes up during a sale.  Do you go right in and lay out all the dirt or is there a more effective way to position yourself against your competitors without needing to do that? 

We discuss why going negative is bad, ways to address an incumbent and other competitors without being so direct. Finally if there is no way to get around it, how to address your competition in a positive way that will set you apart.

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