Do we actually solve user issues?

Why are we as AEs so Fkn defensive, most of the deal loss happens when we defend our product so much!! Can we please stop for a second and actually listen to our customers on why they are considering competitor X?

Like bro, yes there must be something your competitor might not have, but does it have to be features only. Can you stop talking about the features, please let's talk to the customer and see if you are actually the right solution, if not send them to the competitor no, what's the point of onboarding Churn?

Can we become actual consultants of the customers, and point them in the right direction?