Selling: Building Partnerships 7th Edition by Barton Weitz,Stephen Castleberry ,John Tanner

Exercise 21

Suppose you are calling on a prospect who hands you a brochure illustrating the features and benefits of a competitor's product. You look it over and notice that the brochure is six months old. Since that brochure was printed, your competitor has added some new features that make it much more competitive with what you're offering today. Should you be candid and tell the prospect what you know, even though it will put the competitor's product in a much better light