Sometimes competition’s data sheets and their product look superior to yours “on paper”. In case your customer doesn’t have any idea how the competition’s product works in the real world, never concede on a feature unless you have hard evidence that your product is not the best.
There is a good chance that the competitor’s features your customer think that “requires” are really things that might be nice to have but not really needed. Most people don’t want or care about additional features until not having these additional features becomes a problem.
Engaging your prospects with valuable technical information has proven to be one of the best ways to position yourself as an expert and trusted resource. Provide them with concise information in any communication and attach any other relevant information in a PDF file or link to a video.
Your offering is not just the product. It is a combination of your company prestige, technical support, after service, scalability, operational cost, maintenance cost, quick response, good seller-client relationship, customer perception, etc. The evaluation of which product is better depends on: What does the customer see as the combination of values, that you are presenting?. It is up to the sales rep to highlight these strengths, over the features and advantages of the competition.
Make the process of dealing with you so easy and fluid, that they would not possibly think of buying from anywhere else. As a sales executive show your customer that you will give them a level of personalized attention, and will not leave them after closing the deal in case of any problem.