If you are pitching someone who is making a choice between you and your competitors, chances are high that that person in the end will have a better understanding of the competition than you, so be careful when describing them.

I am evaluating some SAAS vendors and over the past week I asked two companies to give their perspective on each other:

• Company A about B: ‘People who want something cheap, pick them” [In a second call I found out they are not cheaper]

• Company B about A: A pretty accurate description of pros and cons of each, a good prediction of how company A would pitch, and why in my situation, company B is the better choice.

Guess which company scored higher on credibility.