Never bash the competitor. Instead, ask questions that highlight the gaps in their offering and let the prospect discover the difference themselves.
Strong answers avoid bashing competitors. Instead: deep understanding of competitive strengths and weaknesses, positioning on unique value (not just features), using customer stories that highlight switching experiences, and focusing on the specific needs that the cheaper solution does not adequately address.
Tests competitive intelligence and maturity. Candidates who trash-talk competitors lack sophistication. The best salespeople make the buyer realise the difference through thoughtful questions.