I walked up to a “Helio” kiosk in a mall anxious to learn about Helio phones (high-end smartphones that are supposed to be iPhone and Blackberry killers).

Instead, the sales representative went on a ill advised and never ending rant against iPhones.  They don’t work he said. They catch on fire he said. They run out of power in an hour he said.

It is important to realize that I never asked him what’s wrong about iPhones. Quite the opposite… I gave him an unimpeded opportunity to sell me on what’s right about Helio.

But he blew it. His negativity (almost anger) against a competitor I never mentioned reflected so poorly on his credibility that I just walked away. It made me wonder what iPhone did so well that allowed it to clean this guy’s clock so badly that he harbored so much angst.

Here’s the point… When selling your product or service, DON’T GO NEGATIVE against the competition!  Too often it will turn around and bite you.

Sell on YOUR features and benefits. Sell YOUR experience and credibility.

If the customer asks you for a direct comparison to a competitor, try to state your case while preserving a modicum of grace. There are ways to sell your superiority without bloodying the other guy.

You will look stronger and wiser for taking the high road.  And I won’t walk away.