Competitor Conversations: Why Bringing It Up First Builds Trust

Your buyer is talking to your competitors. They know it. You know it. So why do so many sellers dance around it?

Here's the truth: avoiding the competition conversation doesn't make you look confident, it makes you look evasive. So when the "you're more expensive" objection lands, most reps fumble it because they weren't prepared to have an honest conversation about value.

The data backs this up: sellers who proactively address competitors win at higher rates. The ones who handle pricing objections with transparency, not defensiveness, close more deals. Yet most reps are still trained to dodge, deflect, and hope the topic doesn't come up.

Join Sam McKenna and Dylan Klein for a real conversation about how trust and transparency change the game in competitive selling.

We'll dig into: when to mention your competitors (hint: earlier than you think), how to reframe "we're more expensive" as a strength, and why the sellers who stop hiding are the ones who start winning.

You'll learn:

• Why getting ahead of the competitor conversation builds trust and how to do it without trashing the competition.
• The data on when and how top performers bring up competitors proactively.
• How to handle "you're more expensive" with confidence, not defensiveness.
• What transparency actually looks like in practice, from first call to negotiation.
• The mindset shift that separates reps who win competitive deals from those who lose them.