In partnership with
The Comparison Framework: Control the Scorecard, Win the Deal
See every move your competitors make.
Get unlimited access to the world’s top-performing Facebook ads — and the data behind them. Gethookd gives you a library of 38+ million winning ads so you can reverse-engineer what’s working right now. Instantly see your competitors’ best creatives, hooks, and offers in one place.
Spend less time guessing and more time scaling.
Start your 14-day free trial and start creating ads that actually convert.
Your prospect is comparing options. You versus competitors. Change versus status quo.
Don't compete on their terms. Define the terms.
Your Framework:
Before they evaluate anything, establish the criteria through questions:
"What matters most to you when evaluating solutions like this?"
"How will you measure whether this is working six months from now?"
"What would success look like specifically?"
"Which factors are absolute requirements versus nice-to-haves?"
"How are you weighing cost against speed, risk, or functionality?"
"What will make you confident you've chosen the right path?"
Let them build the evaluation scorecard while you listen. Then, shape it through follow-up questions that highlight what truly matters.
Why This Works:
Most salespeople react to comparisons—defending features, discounting prices, badmouthing competitors. This positions you as desperate.
Instead, by establishing evaluation criteria early, you influence how they think about the decision itself. You're not claiming you're better—you're helping them define what "better" means.
When the criteria align with your strengths, you win without ever saying you're superior. They conclude it independently.
Action Step:
Before your next demo or proposal, ask three questions that establish decision criteria. Document their answers. Reference them throughout your process.
The sale goes to whoever frames the decision, not whoever shouts loudest.