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What are the most effective ways to use product comparisons to sell software?

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Product comparisons are a powerful tool to showcase the value and benefits of your software solution to potential customers. They can help you highlight your competitive advantages, address common objections, and persuade prospects to take action. However, not all product comparisons are created equal. To use them effectively, you need to follow some best practices and avoid some common pitfalls. In this article, you will learn what are the most effective ways to use product comparisons to sell software.

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Jake Marchand, MBA

1 Know your audience

Before you create or present a product comparison, you need to understand who your target audience is and what they care about. Different types of buyers may have different criteria, preferences, and pain points when evaluating software options. For example, a technical buyer may be more interested in the features, integrations, and performance of your software, while a business buyer may be more concerned about the price, value, and return on investment. Therefore, you need to tailor your product comparison to match the needs and expectations of your audience. You can use buyer personas, surveys, interviews, or other research methods to gather insights about your audience and their decision-making process.

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Jake Marchand, MBA
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Creating an effective product comparison hinges on understanding your target audience deeply. Diverse buyers have varied priorities; a technical buyer seeks features and performance, while a business buyer emphasizes price and ROI. Hence, tailor your comparison to address these needs. Utilize tools like buyer personas, surveys, or interviews to unearth insights into their decision-making process. This personalized approach aligns your comparison with what matters most to your audience, ensuring it resonates and aids their decision-making process.

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2 Choose the right competitors

Another important aspect of using product comparisons effectively is choosing the right competitors to compare your software with. You don't want to compare your software with irrelevant, outdated, or inferior alternatives that don't pose a real threat to your sales. Instead, you want to compare your software with the most credible, popular, or similar competitors that your prospects are likely to consider or encounter. This way, you can show how your software stands out from the crowd, how it solves the problems that your competitors can't, and how it offers a better value proposition. You can use market research, customer feedback, or competitive intelligence tools to identify and analyze your main competitors and their strengths and weaknesses.

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Jake Marchand, MBA
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Selecting the right competitors for software comparisons is pivotal. Avoiding irrelevant or outdated alternatives is key; focus on credible and popular counterparts that resonate with your prospects. Highlighting your software's unique strengths against similar competitors is crucial for differentiation and value proposition. Employ market research, customer insights, or competitive tools to pinpoint main rivals, analyzing their strengths and weaknesses. This approach ensures demonstrating how your software outshines the competition and addresses user needs in ways others can't, boosting your market standing.

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3 Focus on benefits, not features

One of the most common mistakes that software sellers make when using product comparisons is focusing too much on the features of their software and not enough on the benefits. Features are the characteristics or functionalities of your software, while benefits are the outcomes or results that your software delivers for your customers. Features tell what your software can do, but benefits tell why your software matters. Customers don't buy software for the sake of having more features, they buy software to solve their problems, achieve their goals, or satisfy their desires. Therefore, you need to focus on the benefits of your software and how they relate to the needs and wants of your customers. You can use the FAB (Features, Advantages, Benefits) model to structure your product comparison and show how your features translate into advantages and benefits for your customers.

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4 Be honest and credible

Another key factor that affects the effectiveness of your product comparisons is your honesty and credibility. You don't want to exaggerate, distort, or lie about your software or your competitors' software, as this can damage your reputation, trust, and authority. Customers are savvy and can easily spot inconsistencies, inaccuracies, or biases in your product comparison. If they catch you being dishonest or misleading, they may lose interest in your software or doubt your claims. Therefore, you need to be honest and credible when using product comparisons to sell software. You can use facts, data, testimonials, or third-party sources to back up your statements and demonstrate your credibility. You can also acknowledge the areas where your competitors may have an edge over your software, but explain why those are not deal-breakers or how your software compensates for them.

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5 Use visuals and stories

A final tip to use product comparisons effectively is to use visuals and stories to make your product comparison more engaging, memorable, and persuasive. Visuals, such as charts, tables, graphs, or screenshots, can help you present your product comparison in a clear, concise, and appealing way. They can help you highlight the differences, similarities, or gaps between your software and your competitors' software, and make your product comparison easier to understand and remember. Stories, such as case studies, success stories, or customer stories, can help you illustrate your product comparison in a realistic, relatable, and emotional way. They can help you show how your software helped real customers overcome real challenges, achieve real results, or experience real benefits, and make your product comparison more relevant and compelling. You can use visuals and stories to complement your product comparison and reinforce your message and value proposition.

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Dany Capodieci

Fractional Sales Leadership at your service ?? ?? I specialize in business development for CEOs & founders in the Tech, SaaS & Consulting space.
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Stories attract prospects, repeatable outcomes convert prospects to customers. Stories humanize data visuals and connect outcomes to reality. Focus on similarities, not differences. If enough of your customers show a relatable journey from pain to value, tell that story as long as your business can guide others to similar outcomes. If your data visuals and stories demonstrate the minority not the majority, you're going to end up with unhappy customers bc you told a story about an outcome that was not obtainable.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are the most effective ways to use product comparisons to sell software?

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4

5

6

1 Know your audience

2 Choose the right competitors

3 Focus on benefits, not features

4 Be honest and credible

5 Use visuals and stories

6 Here’s what else to consider

Technical Sales

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What are the most effective ways to use product comparisons to sell software?

1

2

3

4

5

6

1 Know your audience

2 Choose the right competitors

3 Focus on benefits, not features

4 Be honest and credible

5 Use visuals and stories

6 Here’s what else to consider

Technical Sales

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