What to say
“That makes sense, it's a real decision. How will you choose between us? If two offers are close, what tips it?”
Learn the rules of the comparison
You are in a comparison whether you like it or not. The only question is whether you know how it works. Ask about three things, the MEDDPICC way:
- Decision criteria. What they will compare: price, experience, speed, references.
- Decision process. The steps and dates. Who reads the proposals, who decides.
- Where you stand. “Honestly, where are we compared to the others right now?” Most buyers answer this better than you expect.
What not to do
- Don't talk down the other firms. It makes you look worried, and the buyer may already like one of them.
- Don't rush a lower price. A buyer collecting three quotes will usually take your discount to the others.
- Don't send a long proposal into a race you don't understand. Ask first, write second.
When to step out
“It sounds like this will mainly come down to price. That's fair, but it's not where I'm strongest. If it turns out the scope matters more than you expect, I'd be glad to talk again.”
Walking away calmly is a habit worth learning. Sometimes it ends the deal. Sometimes it is the first moment the buyer takes you seriously.