Written by Sean McPheat |
16 May, 2012
Every day, I hear from sales people who are confused, frustrated or defeated by facing what they feel is a nearly insurmountable objection:
“I am sorry, but I am very happy with my current supplier/vendor. We have been doing business with them for many years and have no reason to change…”
This position strikes terror in most sales people and many ask me for advice on how to overcome this objection. The problem is that this is NOT an objection. It is a matter of fact, and should be expected.
Waiting for You?
My question is, when you call a prospective client, what did you expect their situation to be? Did you really think the prospect would be sitting there, without a current supplier or vendor and just waiting for you to call?
It is obvious that the prospective company is already doing business with one of your competitors. Now, if that decision maker were completely unhappy and unsatisfied with that current vendor, do you think he or she would have done something about it? What businessperson would continue to do business with a vendor for which they truly did not want to do business? And if, that were the case, then would not that vendor had probably called YOU?
Of course, they are happy with their current supplier or vendor, and you should already assume that. It is not an objection. Therefore, do not take it as an objection and move on. Instead of trying to argue the fact that perhaps you would make a better supplier, take the sales process as it should progress…one-step at a time.
Glad to Hear That
Do not argue the point. Instead, agree and even congratulate the prospect and let them know the reason for your contact at this stage of the sales process.
“Well, I am really happy with our current technical training company. We have been working with them for about ten years, and we are very satisfied.”
“Great! I am glad to hear that Ethan. I would think that since you have been doing business with XYZ Tech for all of these years, that you are indeed very happy. I am also certain that they EARNED your business. Ethan, I am not asking you to GIVE me your business because I have NOT earned as they did. All I am asking is that you allow me to give you some valuable information about new developments in our industry over a quick 30 minute meeting. Perhaps in time, I might be able also to EARN some of your business. But in the mean time, the information will beneficial to you…”
The situation is the exact opposite of what most sales people think: Don’t fear the prospect who is happy with their current supplier…fear the one who is not.