Never knock your competition. In fact, you should do the opposite. If your competitor’s name is brought up in the conversation, and the prospect asks, “What do you think about ABC Company?” always reply positively. You could say, “Mr. Prospect, ABC is an excellent company. They have good products, and they have been around for a long time. However, we believe that our product is superior to ABC’s in three specific ways. Let me show them to you.” You then concentrate on selling the values and benefits of your product or service, but without saying anything negative about your competitor’s. When you speak positively about your competitors, customers view you in a more positive way than someone who criticizes their competitors.