I see this in B2B marketing all the time when it's obvious that customers are doing an apples to oranges comparison when it comes to your products and those of

I see this in B2B marketing all the time when it's obvious that customers are doing an apples to oranges comparison when it comes to your products and those of a certain competitor. Example: your competitor sells basic desktop accounting software targeting small businesses while you target large corporations with a complex SaaS. You have to acknowledge the customer's comparison and you can even suggest your competitor's product to customers because those are customers that you cannot service anyways.