Overcoming Competitor Loyalty in Sales: Ask These 2 Questions First

Most salespeople make a crucial mistake the moment a prospect mentions a competitor: They panic. They rush into defense mode. They start comparing features.

Worse? They start criticizing the competition.

It feels natural. You want to win the deal. You want to prove you’re the better choice. But in the process, you actually give your competitor more power and lose influence with your prospect.

If you want to win without competing on price, sounding desperate, or bad-mouthing anyone… you need a smarter approach.

And it starts with just two questions.

Why Attacking Competitors Backfires

When you knock the competition, you trigger a reaction most salespeople overlook: defensiveness.

Even if the prospect isn’t thrilled with their current solution, criticizing their past decision (or preferred vendor) forces them to justify it. They protect their own judgment. They get stuck trying to prove they weren’t wrong.

Meanwhile, you’ve lost the emotional high ground.

You’re now just another vendor fighting for attention, not a strategic advisor helping them make a better decision.

High-level sales isn’t about throwing punches. It’s about asking questions that disarm.

The Shift That Changed Everything

Back when I was building J&L Marketing, we learned this the hard way.

In the early days, we had a strong sales team, superior marketing programs, and a great support system. But when a prospect brought up a competitor, we reacted like most sales teams do: we tried to talk them out of their current choice.

We’d explain all the things we did better. We’d highlight all the mistakes the competition made. We thought we were being helpful.

But it didn’t work.

The prospect would disengage. They’d stop listening. Sometimes they’d even become more loyal to the competitor because we triggered defensiveness.

Then we learned to stop telling and start asking.

The Two Questions That Shift the Entire Sales Conversation

Here’s the strategy that changed our game and still works when it’s used today.

Question 1: What do you value most about your current solution?

“What are the one or two things that have kept you loyal to them? What do you value most about working with them?”

This question does two things:

1. It shows respect. You’re not tearing down. You’re listening.
2. It reveals priorities. You find out what your prospect truly cares about… in their own words.

Then you ask:

Dig Deeper: Why is that important to you?

“Why is that important to you? What does that do for your business or your life?”

Now you understand the emotional driver behind their loyalty. Not just what they like, but “why” they like it.

This is where most salespeople stop. But the next step is what separates high-income producers from average reps.

Uncover the Gap

Now that you understand what they value, it’s time to uncover what they wish was better.

Question 2: If there were one or two things they could improve on, what would they be?

Because you started with what they appreciate, you’ve already lowered their defenses and uncovered their top priorities. Now, by asking where improvements are needed, you shift the conversation… without forcing it.

You’re no longer focused on what the competitor does well. You’re guiding them (through questions) to think about what’s missing. You’re not attacking the competition… they’re identifying the gaps themselves.

And that’s the power of asking, not telling. You control the focus, and they do the persuading.

Then ask: Why does that matter?

“What impact does that have on your business? On your stress levels? How much does that cost you over time?”

This is where the gold is.

You’re no longer selling. You’re diagnosing.

They’re now the one explaining what’s wrong. They’re identifying their pain points. They’re telling you why they’re open to change.

And most importantly? They’re not only talking about the problems your competitor isn’t solving… they are associating the pain that comes with it.

You didn’t have to say it. They said it.

The Psychology Behind This Works Because…

• People believe what they say more than what you say.
• When they explain why something needs to change, they own the idea.
• When they define the pain, they become more motivated to find a solution.

Now when you share how your product or service meets their needs, it lands differently. You’re not just another option. You’re the one who understands them. The one who listened.

And as a bonus? You positioned your offer without ever attacking the competition.

This ties directly to the bigger idea we shared in Want Bigger Results? Start Asking Smarter Questions (Like This One)… where the right questions don’t just reframe the sale, they unlock next-level growth from your business strategy.

The Right Time to Close (Without Pressure)

Once they’ve told you what matters and what’s missing, it’s time to tie it all together.

You might ask:

“Can you see how having [your solution] would eliminate the need to deal with [their current frustration]?”

Or better yet:

“If you moved forward with us, how do you think [insert benefit] would help you solve [insert pain point]?”

You’re not pushing. You’re guiding.

And most of the time, they sell themselves.

A Real-World Example

Inside a recent Me Plus Ultra hot seat, one of our members shared how this approach helped them land a six-figure contract against a well-known national competitor.

Instead of panicking when the client mentioned the competitor, they asked the exact questions we outlined above.

The client explained what they appreciated, what they wished was better, and what the lack of improvement was costing them.

The result? They closed the deal.

The client never asked for a discount. Never challenged the price. Never brought the competitor back up.

The better questions handled it all.

Want to Learn These Moves? Here’s What to Do Next

The best salespeople don’t just pitch… they connect. They listen. They ask better questions. They build trust fast.

That’s the kind of thinking that gets refined inside Me Plus Ultra’s mastermind rooms.

If this resonates with you, go check out the podcast episode that breaks it all down: How to Beat Direct Competitors Using 2 Simple Questions — available now on Business Bourbon & Cigars.

And if you’re serious about elevating your leadership, refining your pitch, or learning how to sell without sounding salesy, you might be ready for a seat at the table.

Visit meplusultra.com/hotseat and grab one of the free 3 guest hot seat slots while they’re available.

Because at Me Plus Ultra, we don’t just ask better questions. We break business barriers.

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Scott Joseph, a pioneer in business exploration, leads with a spirit of innovation and a rejection of the conventional. As the Founder of J&L Marketing (a Google Premier Partner), the agency has grown to the top 3% worldwide, reflecting a relentless pursuit of excellence. But it’s not all about rankings and percentages; it’s about community and growth. Me Plus Ultra, thriving on Integrity, Accountability, Growth, Mutual Respect, and Excellence, is the heart of Scott’s journey. It’s where ambitious entrepreneurs challenge traditional thinking and connect with like-minded leaders who share their vision. Scott’s commitment to excellence is evident with three Honda dealerships that have surged in value by over 500% and 28x Honda Presidents Awards. Yet, his focus extends beyond personal achievement. He has fostered a space for others to stretch beyond their boundaries through Me Plus Ultra’s virtual mastermind meetings and signature Business Bourbon & Cigars retreats. The Business Bourbon & Cigars podcast broadens this call to the adventurous and the bold, offering insights and resources for those passionate about growth and success. It’s not about the accolades but a shared quest for excellence. Join Scott and the Me Plus Ultra community. Redefine the landscape of leadership and entrepreneurial thinking. Embrace a world where business meets adventure, where exploration meets innovation, and where you dare to be more. Join the rebellion against mediocrity. Discover the unexplored territories of success with Me Plus Ultra.