How do you talk around gaps that your competitors fill, but your solution doesn't?

When a competitor offers something you dont, avoid the feature war and try to uplevel the conversation to what outcome theyre trying to achieve. Buyers dont choose a product based on who has the longest checklist - they choose based on who solves their problem the best.

Heres some thoughts on how you can handle gaps:

1. Shift the Focus to Outcomes, Not Features – More features doesnt always mean better results.

2. Reframe the Gap as a Strength – Position it as a strategic choice based on what actually drives value.

3. Acknowledge & Offer a Workaround – If its a must-have, work with your product team to provide an alternative solution or roadmap update

4. Leverage Customer Proof and Case Studies – Let your users tell the story of the value they have seen!