Comparative proof claims

We continue the section on proof claims, which are pieces of evidence you include in your prospecting conversations to demonstrate results in an attempt to convince prospects of the value of your products.

Comparative proof claims in which you position your product vis-à-vis the competition when you talk to prospects have great benefits, but also risks you must consider.

The clearest benefit is that you show your competitive advantage and, more specifically, your differentiation upfront. Clients will appreciate it if they know it in advance. In addition, clients will value that you simplify their decision-making. While choosing, they need to compare your products with those of the competition. If you do the job for them, they’d be grateful, and this creates a positive attitude that can foster the sales conversation. If the evidence of superiority is flimsy and speculative, the use of comparative proof might not be strong. However, if the advantage is compelling, comparative proof becomes an extremely potent form of proof to use in your sales conversation.

So, should we always use it? Be very careful! Only use it under specific conditions. First and most importantly, you need to have reliable and independent data to back up your claims. If your claims are not substantiated or unverified, this can be considered misleading advertising. You can be subject to regulatory or legal problems. You also have to anticipate a potential competitive response, especially in cases in which you mention your direct competitors. It could trigger a form of rivalry you want to avoid, aside from the perils of a legal battle. General unsubstantiated claims such as “we are the best in the market” should always be avoided. Besides the legal and regulatory implications, they are not even appreciated by customers, who perceive vague claims of superiority as untrustworthy. Oddly enough, if you cite your competitors, you actually make them more visible. Your customers might not have even known of the existence of the competitor, but now they can check them out to verify your superiority claim.

A more nuanced form of comparative proof is the switching proof. Switching to us can save you up to 20% or more. You are still making a comparison, but you are less direct, do not mention the competitors, and do not even directly mention a comparison. The use of the word “can” is essential. Always use qualifiers.

So use them, but only if you have the right conditions to neutralize the downsides.

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