There is something revealing in the way we talk about competition in sales.
Spend time in commercial discussions, and you'll notice recurring phrases like “beating the competition,” “taking them out,” and “crushing the market.” These expressions suggest the process is viewed as a contest of elimination rather than collaboration. The language tends to be confrontational, aggressive, and often presents a zero-sum perspective, implying that one party's gain must come at another's expense.
It is so embedded that we rarely notice it.
Language is important because it influences our thinking well before it affects our actions. If we're honest, much of our view of competition is inherited rather than critically examined. When a new competitor emerges, our internal narrative tends to follow a familiar script: something must be defended, and territory needs to be protected. The tone becomes more defensive.
What is interesting is how little of that reaction is grounded in the reality of how markets actually work.
Competition doesn't happen in isolation. It arises where demand exists, problems are acknowledged as worth solving, and customers are already dedicating time, attention, and money to finding the right solution. Therefore, the existence of competitors is not so much a complication, but rather evidence that the opportunity is real. A market with several credible competitors typically indicates a busy, vibrant environment rather than a declining one, showing there's enough momentum to support multiple players.
And yet we continue to frame that signal as something negative.
I believe part of the problem is that we've conflated competition with conflict. These are not the same; our language often makes us think they are. Conflict suggests opposition for its own sake, a desire to overpower or reduce another party to succeed. Meanwhile, competition is much more neutral. It just indicates that multiple organizations see value in the same area and are trying to contribute to it.
That distinction changes the tone of the conversation quite significantly.
Want to read the full article? Click here