The SaaS industry has experienced rapid growth due to low barriers to entry, venture capital funding, and a deeper understanding of internet businesses' problems. This explosion has led to an increase in competitors, both direct and indirect, making competition a good thing as it means the problem is worth solving. To master competitive selling, it's essential to acknowledge rivals, develop stronger customer relationships, and focus on how your solution solves the customer's problem rather than just comparing with competitors. A sales rep should know the competitive landscape, use comparisons as clues, hold their ground against price competition, speak passionately about their brand and values, utilize past success stories from customers who switched to them, and don't underestimate the importance of being a personable and friendly sales representative. By adopting these strategies, sales reps can close deals for their company while respecting their competitors.