How do you handle the sales objection of "we already have/work with ..."?

Prospects will often try to push you off a call or out of a sales cycle, by telling you the already use a similar product -- how do you handle that situation?

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Sales

Sales Objections

Sales Training

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Craig Rosenberg

asked on Dec. 2, 2011

Roger Silvermane

Founder and CEO, Silvermane Consulting

Posted on Dec. 2, 2011

Hi Craig,

Great question! And in my experience, a common obstacle in sales.

First I assume that in this hypothetical situation, I'm in contact with a decision maker and not just a mouthpiece from the prospect's organisation. Second I always make it a point to understand a customer/client's business, their goals, strategies, strengths/weaknesses etc.

If I were to get this objection, I would ask a few questions. The first one: who they (prospect) are working with or what they have already bought. I never speak badly about the competition with a prospect. The second question is how well the competitor or purchased product/service/solution matches and helps the prospect's business goals. I would even advise the prospect on what they could do get the new solution/product/service or competitor to best meet the business goals and targets.

If the prospect really is working with the competition or already bought a solution/product/service, they will start to compare what you are offering to what they are getting. If the prospect only said this to get rid of you, they will often be surprised that you understand their business just as well if not better than they themselves.

I find that once your prospects realise how well you understand their business, they are often very reluctant to work with/buy from others. Fortunately most businesses (our competitors) don't look much further than making the sale and making money for shareholders. This leaves the door open for us that are more interested in truly making customers successful.

Hope this made sense.

Robert Keahey Replied on Dec. 3, 2011

Excellent points made by Roger! First - better know your competitors' products inside and out - strengths and weaknesses. Second - better have done your homework on the prospect and have a good sense of what business objectives they are trying to satisfy with their current strategy/solution. This latter requirement can be a little tricky if it's a cold-call, but if you don't do some amount of homework going in the discussion will be pretty short when the prospect raises this objection.

Jacques Werth

President, High Probability Selling

Posted on Dec. 7, 2011

Does that mean you are willing to work with someone new, who might provide better value, or not?

Chris Reardon

Manging Director, Corporate Strategies Group

Posted on Dec. 8, 2011

Ask what the competition does that they like. Then ask what the competition does that could fill their need better. Here is your fork – if they answer they like everything, move on. Invest your time in more qualified leads. If they give their thoughts on some shortcomings of their current provider then share your companies Value adds, core competencies, and distinctive competencies.