Business, Bourbon & Cigars: Episode Summary

Episode Title: How to Beat Direct Competitors with 2 Simple Questions
Release Date: June 26, 2025
Host: Scott Joseph

Introduction

In this episode of Business, Bourbon & Cigars, Scott Joseph delves into a transformative sales technique designed to help entrepreneurs and sales professionals outmaneuver direct competitors without resorting to negative comparisons or defensive tactics. Drawing from his extensive experience growing J and O Marketing to over $500 million in sales, Scott shares actionable strategies that can instantly enhance sales conversations and position your offerings as the superior choice.

The Problem with Traditional Competitive Selling

Scott begins by addressing a common scenario many salespeople face: being compared to a competitor. He highlights the typical reactions among low-income salespeople who often rush to defend their product or resort to criticizing the competitor. This approach, he explains, is counterproductive and can inadvertently cause prospects to cling to their existing relationships or become defensive.

Scott Joseph [02:30]: "When you bash a competitor, you're inadvertently putting your prospect in a position where they feel the need to defend their current choice."

Introducing the Two Simple Questions Technique

Instead of engaging in a battle of who’s better, Scott introduces a more strategic approach centered around asking two pivotal questions that uncover the prospect's true needs and pain points.

1. What do you value most about your current solution?

   • Purpose: This question encourages prospects to express what they appreciate about their existing provider, fostering a positive dialogue without immediate competition.

   Scott Joseph [15:45]: "Ask what they value most about their current solution to understand their priorities and set the stage for deeper insights."

2. If there were one or two things they could improve about their current solution, what would they be?

   • Purpose: Identifies gaps and areas where the competitor may be falling short, providing opportunities to position your offering as the ideal solution.

   Scott Joseph [20:10]: "Discover where they'd like to see improvement, which highlights the areas where your competition might not be meeting their needs."

The Importance of Digging Deeper

Scott emphasizes the necessity of probing further by asking "why" to each of their responses. This deeper inquiry helps prospects recognize the significance of these gaps and the impact on their business, making the pain points more tangible and urgent.

Scott Joseph [25:00]: "By digging deeper with 'why,' you make the prospect think about the cost of your competitor’s shortcomings and what’s at stake."

Positioning Yourself as the Solution

After uncovering the prospect’s valued aspects and their desired improvements, Scott advises positioning your product or service as the solution that not only matches but exceeds those valued aspects while addressing the identified gaps.

• Highlight Strengths: Emphasize how your offering aligns with what the prospect already values.
• Address Weaknesses: Demonstrate how your solution effectively fills the gaps left by the competitor.

Scott Joseph [35:25]: "You're positioning yourself as the solution that meets their needs better than anyone else, without having to put down the competition."

Effective Test Closing

To ensure that your solution resonates, Scott recommends employing test closing techniques. These involve asking yes/no questions that tie your solution directly to the prospect’s expressed needs and pain points, allowing them to articulate the benefits themselves.

Scott Joseph [40:50]: "Let the prospect sell your product by asking how your solution will help them solve their specific problems."

Connecting Over Pitching

Scott underscores that the best salespeople prioritize connection over pitching. By truly understanding and addressing the prospect's needs, sales conversations become more about providing value and less about merely closing a deal.

Scott Joseph [45:15]: "The best salespeople don’t just pitch; they connect by understanding and addressing the prospect's true wants and needs."

Practical Application and Challenge

To wrap up, Scott challenges listeners to implement these two simple questions in their next sales conversation. By doing so, they can uncover deeper insights, effectively position their offerings, and ultimately drive better sales outcomes.

Scott Joseph [50:30]: "Use these questions to uncover the prospect's true priorities and pain points, then position yourself as the solution they need."

Conclusion

In this episode, Scott Joseph equips entrepreneurs and sales professionals with a straightforward yet powerful technique to elevate their sales interactions. By focusing on understanding the prospect's values and areas for improvement, and by fostering a genuine connection, listeners are empowered to position their products or services as the optimal choice without engaging in negative competitive banter.

For more actionable insights and strategies to grow your business, subscribe to Business, Bourbon & Cigars and join Scott Joseph on his journey to unlock professional and personal growth.

Note: This summary excludes promotional segments related to the Me Plus Ultra Mastermind Group to maintain focus on the core content of the episode.