How do you handle a client who is bad mouthing the competition?

On average, I field about 35 calls per day. About 4 or 5 times a week I get calls from potential customers who have had a bad experience with our competition. I get customers who really bad mouth our competition then, ask me for my take on it. Alternately, I get calls from potential customers who are leaning towards our competition (primarily due to cheaper prices) but, they want to know what we think about it and suggest a price match.

I have one answer and one answer alone for these types of calls. I let the trash talkers know what our business is about completely refrain from offering my opinion on anyone’s business reputation.

What do you think?