What If Your Competitors Weren't Your Biggest Threat?

One of the most straightforward ways to get a business off the ground is to find something people are already doing and simply do it better. Not everyone is sitting on a world-changing idea, but many of us have looked at a product or service and thought, “Why doesn’t it work way?” That single question can be the seed for a profitable venture. Plenty of huge companies, from Amazon Echo to Instagram Stories, have earned millions by offering a fresh take on an existing concept. But this strategy comes with a catch.

Once you find success, others will inevitably start copying you. They’ll search for cracks in your foundation and look for ways to steal your market share right out from under you. It feels like there’s not much you can do about it. Or is there? While competition certainly makes sales more challenging, a strategic approach can turn your rivals into one of your greatest assets. This isn’t a magic trick, but it can help you minimize customer churn and clarify your own value proposition, allowing you to carve out a bigger piece of the market.

Find the Gaps They Leave Behind

If you're launching a by improving an existing product, you’ve likely already researched who the top players are. Your job is to identify and fill the gaps they’ve left, whether in pricing, features, or customer service. But even if your idea is brand new, you still need to understand the landscape and anticipate who might try to copy you down the line.

In either case, your competition is a goldmine of data. You can try their products, read their blog posts, and pour over customer reviews. You can even talk to industry leaders and founders. For many people , networking is a critical tool for getting a snapshot of the market—what’s working, who’s new, and what customers are asking for.

The goal is to learn everything you can about your competitors. Then, offer something more. Pinpoint what makes you different and build your entire brand story around it. Instead of just selling products, sell your unique vision. When customers are trying to make a decision, the clarity and relevance of your message can create a memorable experience that sets your brand apart.

Let Customers Compare You

Today’s customers have all the information they need right in their pockets. With most Americans owning a smartphone, they don't need a salesperson to tell them what to buy. Studies show that the vast majority of people shop around and read online reviews before making a purchase. The marketplace is crowded, and customers are the ones who decide who wins.

This leaves you with two options. You can either focus on building an amazing product and delighting every customer, or you can try to tear down your competitors by exploiting their weaknesses. The first choice is always the right one.

Competition is a natural and healthy part of any market; it helps you define who you are. Your sales pitch doesn’t happen in a bubble. When you describe your offering, a potential customer immediately compares it to the closest thing they already know—if you’re building an online sales platform, they think of Amazon; a new streaming service, they think of Netflix. If you don’t know where your fits in, selling it becomes nearly impossible.

Don’t be afraid to acknowledge your competitors during sales negotiations. It might sound crazy, but suggesting a customer research other options can build incredible trust and legitimacy. Desperation is a major turn-off. If your product is truly the best fit, they’ll come back, and that trust might just be the deciding factor. And if they don't? You can find out why and use that feedback to improve. Either way, it’s a win for .

Don't Get Dragged into the Mud

As mentioned, customers have the upper hand and can easily find alternatives. The best way to handle this is to stay focused on your own business. But if you're tempted to point out a competitor’s flaws to win a deal, you're entering dangerous territory.

Badmouthing the competition rarely weakens them—it just makes you look weak, desperate, and unprofessional. How you act toward others in your industry is something potential partners and customers notice. You might fool a few people with trash talk, but most will see it for the pettiness it is. Once that bridge is burned, it's hard to rebuild.

Remember, your competitors are people just like you: hardworking teams trying to make their customers' lives better. Tearing them down doesn't elevate you; it just makes you look bitter. This isn't just about customers; it's about your reputation with influencers, investors, and other key players you’ll encounter as your business grows. No matter how fierce the competition gets, stay classy.

A Better Way to Negotiate

Imagine you’re at the negotiating table, trying to close a huge deal. The prospect has seen dozens of pitches just like yours. Why should they choose you? If you've taken the right approach, you'll have the answers.

1. You've done the research. You’ve dug into your competitors' offerings and know that no one else provides what you do at your price point.
2. You know exactly which competitors to mention as a frame of reference, which allows you to clearly and persuasively explain how your solution is better.
3. You can acknowledge the strengths of their existing vendor while gently revealing how your surpasses it in ways that matter most to the prospect.

People want value. You don't deliver it by ignoring or bashing the competition. You do it by offering a compelling product whose value speaks for itself. It’s easy to think of competition as your worst enemy, but it can be your greatest asset. Whether you're just trying to or are in the thick of , remember what Michael Corleone said: “Keep your friends close and your enemies closer.” It’s advice worth taking to heart.