Handling sales objections is an art. Certain objections require a little more finesse than others and dealing with a prospect who’s happy with their current service providers is one of them.
Selling a service to a prospect that already has a regular provider is challenging. Since they have an existing and satisfactory relationship with their service provider you have a significant sales barrier to breach, if you want to succeed in your marketing efforts.
One of the common comments that you may hear from these prospects is that they have a satisfactory and long-standing relationship. They basically see no need to change. In reality this is exactly the point on which you can base your sales presentation. 🙂
Here are two ways to approach prospects that are happy with their current service provider.
The Idea of Getting More
Prospects who have been working with a specific supplier for a while often do not realize that they may not be getting the very best solutions. They are ‘sure fire’ customers for their existing suppliers and sometimes in these situations the service provider doesn’t see the need to tend to them as much.
Some suppliers feel there is no reason to put in extra effort to attract the customer they have already won over. This is the point you need to highlight to get over this sales barrier. Show your prospect how their existing service provider may not be delivering certain benefits and how you can offer their company more.
For example, bring the prospect’s attention to new technologies or updated ways of providing them with better service. If a prospect has been working with one company for a long time the original contract might not be up to date with current standards.
I like to think of sales as the ability to gracefully persuade, not manipulate, a person or persons into a win-win situation. – Bo Bennett
The Idea of Convenience
Encourage the prospect to talk about their relationship with the current service provider. Ask them to describe exactly what is most impressive about the service. Lead the conversation around to areas where they find the service is lacking – what they wish the service also provided. This is an excellent starting point for your sales presentation. You can describe how your service covers all the bases that the existing service does and also some that they don’t.
For example, if your prospect regularly uses an automobile service center that offers them excellent service at rock bottom pricing but lacks 24-hour service, you could highlight this aspect as your best feature. Tell the prospect how you can service their car at any time of the day or night so that they are ready for the road in minimum possible time no matter when they have car trouble.
The best tactic to use with a prospect that already has a satisfactory service provider is to show that they can get so much more by switching to your service.
While discussing benefits of changing with prospects it is very important for you to avoid putting down the other service provider or hinting that the prospect has made a poor decision in partnering with that individual.
Have you recently had to deal with this sales objection? Or maybe you have a cool way of approaching it? I’d love to hear you suggestions.
You can email me or share below in the comments section. Thank you.