A sales rep used to work for a competitor. After a sales presentation, a prospect asks him, "Why should I choose your company over your competitor?"

What should the rep do$?$

Guarantee the prospect a better price than they can get from the competitor

Share problems he personally observed with the competitor's business model

Say something positive about the competitor, but then explain why his current company is a better fit

Encourage the prospect to choose the company that will better address their needs