Why this session matters
Here’s the truth: avoiding the competition conversation doesn’t make you look confident. It makes you look evasive. And when the “you’re more expensive” objection lands, most reps fumble it because they weren’t prepared to have an honest conversation about value.
The data backs this up: sellers who proactively address competitors win at higher rates. The ones who handle pricing objections with transparency, not defensiveness, close more deals. Yet most reps are still trained to dodge, deflect, and hope the topic doesn’t come up.
We’ll dig into when to mention your competitors (hint: earlier than you think), how to reframe “we’re more expensive” as a strength, and why the sellers who stop hiding are the ones who start winning.
What you’ll learn
Why getting ahead of the competitor conversation builds trust, and how to do it without trashing the competition
The data on when and how top performers bring up competitors proactively
How to handle “you’re more expensive” with confidence, not defensiveness
What transparency actually looks like in practice, from first call to negotiation
The mindset shift that separates reps who win competitive deals from those who lose them
Who should attend
Built for sellers, AEs, sales leaders, and anyone who wants to stop dodging the competition question and start using it to build trust.
What to expect live
A real, tactical conversation on competitive selling, pricing objections, and how transparency wins more deals.
Save your spot
Join Sam McKenna and Dylan Klein for a practical session on competitive selling, trust, and transparency on August 5, 2026 at 9:00 AM PST / 12:00 PM EST.
