Want to be a great debater?
One way is to know your opponent’s argument better than he does.
If you sell radio advertising, for example, do you know the pros of pay-per-click advertising, not just the cons? Do you know when and why advertising on cable might be a good idea? When has Groupon worked and why?
Make a list of of your competitors.
What does each do well? What are their strengths?
The better you know these, the more credible – and attractive – you become to undecideds.
It works for retailers, too. If I know my competition – their core values and strengths – then I know how to position my own business better to compete with or work around them.