«Return to Blog List Naming Competitors – Dirty Practice or Strategic Move?
I’m working on a success story right now where the featured customer switched from a competing product to my client’s software. This began a discussion within the company whether to name the competitor or not in the success story.
It’s a tough call. You want to use that information to show prospects why customers moved to or chose your solution over a SPECIFIC other solution – actually making a stronger case for your product or service. However, your competitors will likely notice. And once you throw the first punch, they’ll probably punch back.
I usually recommend that clients refrain from using competitor names in the written story. Of course, sales reps are free to tell prospects in conversationÔø?which competitors the story refers to, if they choose. But publishing that information is very different.
What did my client decide? The sales reps discussed it and decided against naming the competitor.
I’m curious, what’s your opinion on this? To name or not to name?