About This Episode
When it comes to growing a business, we know that being transparent is a necessity, but how far are you willing to take it? Many business owners are cautious about mentioning their competition in content, fearing it might drive potential customers away to seek those competitors out. The question is—should you talk about your competitors openly? The short answer: absolutely.
On a recent episode of Endless Customers, Alex Winter sat down with Brian Casey, Head Coach at IMPACT, to tackle this common concern. Their message to business owners is clear—discussing competitors is not only the right thing to do, but it also builds trust and positions you as an industry authority. Here’s why.
Why Transparency Is So Powerful
Let’s face it, customers are already researching competitors. The truth is, buyers don’t live in a vacuum. They are likely to evaluate several companies before making a decision, regardless of whether you mention them. As Brian puts it, “There’s not a market where people are only going to evaluate you and nobody else.” So, whether you discuss competitors or not, the comparison is happening.
This begs the question: Do you want potential customers to find their information about your market from someone else? Or would you prefer to control the narrative by being the source of that information? According to Brian, “The conversation already exists. Do you want to own it?”
The Fear of Losing Customers
One of the biggest concerns for business owners is that talking about competitors could drive potential clients toward them. This is a valid fear, especially in competitive industries. But, as Alex points out, “People know how to search, and they want the truth.” The days of trying to present yourself as the only option are long gone. Modern customers want transparency—they crave it. By addressing competitors openly, you’re not pushing customers away. Instead, you’re showing them that you’re confident in your product or service.
One great example of this is how businesses like Yale Appliance in Boston compare appliance brands side-by-side for their customers. They don’t hide the fact that some brands have more service issues than others. They lay out the facts, even if those facts don’t always make their top-selling products look perfect. And guess what? Customers respect that honesty. This level of openness often wins their trust and, ultimately, their business.
Discussing Competitors Builds Trust
One of the core principles of the They Ask, You Answer framework is the importance of trust. “People buy from businesses they trust,” Alex explains. The best way to build that trust? Be upfront, even when it’s uncomfortable.
Brian shares how acknowledging your competitors in a neutral or even positive light during sales conversations often leads to better outcomes. Rather than attacking competitors or ignoring their existence, acknowledging their strengths and weaknesses creates a more balanced, transparent conversation. “There are pros and cons to doing business with them, just as there are pros and cons to doing business with us,” Brian advises. “We want the buyer to make the right decision for them, and that means being honest.”
In fact, this open-minded approach can make your business stand out. It demonstrates confidence, removes the traditional “salesy” pressure, and disarms potential buyers who are used to being pushed in one direction. As Alex puts it, “It’s not the pushy tactic that sets off red flags.”
What About the Legal Side?
Some business owners may worry about the legal ramifications of mentioning competitors, particularly in highly regulated or litigious industries. “What if they sue us?” is a common concern.
Brian acknowledges that some companies have even faced threats of lawsuits, but he reassures listeners that there’s nothing to worry about if you’re sticking to facts. “If you’re speaking factually, validating with third-party data, and using publicly available information, you’re on solid ground,” Brian says. As long as your content is fair and fact-based, the risk of any legal blowback is minimal.
The Impact of “Best Of” Content
One particularly powerful form of competitor-focused content is the “Best Of” article. Businesses that rank themselves and their competitors within a specific category (e.g., “Best Pool Builders in Arizona”) can capture a lot of high-intent search traffic. Brian shares how one of his clients, a pool company in Arizona, was hesitant to write a “Best Of” article. But after publishing it, they saw tremendous results. “It became their top traffic driver, bringing in three times as much as their homepage,” Brian explains.
People searching for “best” companies are usually at the end of the buyer’s journey. They’re ready to make a decision, and they just need a little guidance. If your company is the one providing that guidance, you’re in an excellent position to win the business.
HERE’S AN EXAMPLE OF A “BEST OF” ARTICLE
One key tip: when creating “Best Of” content, be fair and balanced. Rather than putting yourself at the top of the list, use neutral criteria like alphabetical order or customer reviews. This approach keeps your content unbiased while allowing you to include yourself in the rankings.
Regular Updates Are Essential
However, Brian warns that these types of articles are not “set it and forget it.” They need to be updated regularly to remain relevant. Pricing changes, companies go out of business, and new competitors enter the scene. A once-popular article can quickly lose its effectiveness if it’s not kept current. “It’s an evergreen topic, but the information is dynamic,” Brian emphasizes. If you let your content become outdated, you’ll see a drop in traffic.
Control the Conversation
Ultimately, the decision to talk about your competition boils down to one simple fact: the conversation is happening with or without you. “People are going to evaluate more than one vendor,” says Brian. So why not be the one to guide them through that evaluation?
By being open about competitors, you’re not only building trust but also positioning your business as a thought leader in your industry. And in the process, you’ll attract more qualified leads who appreciate your transparency.
Connect with Brian Casey
Brian uses his background in sales & inbound marketing strategy to coach clients on creating content that impacts sales and helps businesses reach their ideal buyers. His experience in working with clients spans across all types of businesses in unique markets.
Check out Brian’s IMPACT Bio
Connect with Brian on LinkedIn
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