With the economy in the dumps competition is getting tough. More companies and salespeople are fighting it out over fewer customers. This week we’ve got some quick and dirty tips for playing to win without playing dirty. But first here is a word from our sponsor.

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I get asked all of the time by salespeople about how to deal with competitors who are bad mouthing their companies. I hear stories of unethical behavior and tactics that are not only frustrating to the salespeople who have to deal with them but are harmful to the entire sales profession. It is difficult to deal with unethical competitors and my advice has always been, “Never say anything bad about a competitor.” Doing so gets you down in the mud with them until soon your prospects and customers can no longer see the difference between you.

However, in this recession where salespeople are fighting it out over fewer customers I thought it helpful to provide you with some additional tips. So I reached out to my good friend and blogger Jodi Bagwell. Jodi writes the Women in Sales Blog on SalesGravy.com and is in the sales trenches as a National Account Executive with a top Fortune 500 company in a very competitive marketplace.

Jodi says that while it may be tempting to fight fire with fire (or mud with mud) there are better ways to play to win without playing dirty. She outlined three steps she says will help you neutralize bad mouthing competitors.

Step 1: Ask yourself, “Are they right?” Does your company have operational issues? Are customers leaving you due to deficiencies in service? If the answer is yes, go to your management team and share your concerns. Find out what is going on and what the plan is to fix it. Every service team stumps their toe from time to time. Customers know that you will make mistakes. Mistakes are not the issue, response and resolution to the mistake are what customers value.

Step 2: Get references prepared in advance from customers who will say good things about their experience with your company. Ask them to write letters of recommendation. Then place each recommendation letter in a three ring binder that you can carry with you. The more, the better. (Jodi also suggests offering to write the letter for them and then have them sign. People are very busy and doing the legwork for them gives you a better chance of getting what you need.)

Step 3: Beat your competitors to the punch. If your competitor is “mudslinging” it is better that your customer hears the bad news directly from you. Tell the customer, “Mr. Customer, I want you to be aware that recently there have been isolated issues in which we have made mistakes. We are regretful of these issues and are working diligently to ensure all of our customer needs are met. My competitors have exploited these issues and used them to try and instill doubt in our ability to provide the level of service that we are known for. Let me assure you we do make mistakes from time to time, the difference with our company is the way we respond and bring immediate resolution. But don’t take it from me read what our current customers have to say about the job we do for them every day.” With that, hand your customer the reference book. Also be prepared with names of other companies that are willing to give a phone reference. (note: always check references YOURSELF before giving names and numbers to your customer.)

When you use this strategy you are doing two things. First you are neutralizing the situation by being upfront and honest. Second, and most important, you are turning the tables on your competitor. When they start mudslinging, the customer thinks- “This is just what they told me these guys would say…” Your competitor then looks like the dirty player they are and you are perceived as the person who chose to take the high road. And in business today that is a powerful differentiator.

For more tips on selling more during this recession be sure to get my new audio book, Sales Guy’s 7 Rules For Outselling The Recession. In this economic crisis you can get the success you deserve. Sales Guy's 7 Rules For Outselling The Recession tells you exactly what you must do right now to increase sales. My seven rules will help you adapt, change, innovate, and use this recession as an opening to build stronger business relationships and close new deals that will benefit you for years to come. You’ll learn exactly what to do to take your competitors out of the equation. You can download Sales Guy's 7 Rules for Outselling the Recession today on iTunes or Audible.com. 

And remember you can try Go To Meeting FREE for 30 days. But you must visit GotoMeeting.com/ podcast for a FREE 30 day trial.

This is Jeb Blount, the Sales Guy. If you’ve got sales questions please write me at salesguy@quickanddirtytips.com and for more sales tips from many of the world’s top experts in sales be sure to subscribe to Sales Gravy eMagazine at www.SalesGravy.com. This week please take time to check out The Public Speakers Podcast right here at QuickandDirtyTips.com.