Question: When trying to get into prospective customers, I run into the "we're happy with our current suppliers" and "we're not interested in any new vendors" response. What 5 provocative questions can be asked of a person whose head is in the sand?
Jill's Response:
Let me guess. You probably started your phone conversation with something like this:
"Hi. My name is Jim and I'm with XYZ company. We specialize in high quality products and offer top-notch service. I'd like to get together with you to see how you're currently handling your needs in this area and share with you how we could help you out."
That's the typical phone speil everyone gives. Guess what? A prospect's typical response is ... exactly what you heard! Why?
• Change of any sort is a hassle.
• You've given them no good reason why changing is worth it.
• You sound exactly like every other salesperson who calls.
So they tell you they're happy with their current supplier. When they give you this "blow-off" response, you likely ask:
• Who are you currently using?
• What do you like/dislike about them?
• What would it take to get you to consider other suppliers?
• If we could offer you a better price, would you be interested?
None of these questions are effective. They just dig you a deeper hole as the prospect reiterates why she/he doesn't want to change.
So rather than focusing on 5 provocative questions to ask after you've created the obstacle - think about how to eliminate it.
Ask yourself, what problems could they be having with their current supplier? What might they want to accomplish that is difficult right now?
Do some pre-call analysis to determine their goals. Figure out how you might align yourself with their objectives. Determine if you can close any gaps that might exist.
Then call up and say, "I've been studying your business ... In my research, I learned that ... And I have some ideas I'd like to discuss with you about how we could ... (solve a big problem or help them achieve a goal)."
You'll never hear the "We're not interested in new vendors" objection with that approach. They want to learn more.
But it means you have to invest more time upfront in preparation. If you're not willing to do that, forget about getting in. You haven't earned it!
The following technique works too. Say that you've been talking to their competition. That usually piques their interest.
Posted by: Chui Tey | 01/06/2005 at 07:44 PM
You're absolutely right! Knowing what their competitors are doing is always of interest. So is information about their customers! Anybody else have other suggestions about how to get someone to want to meet with you?
Posted by: Jill Konrath | 01/06/2005 at 08:36 PM
Here's a line that I like:
You've been contacted about your xxxx because you are not being serviced by an expert. I know who the experts are and where they are located. I would like to provide a free sample of what I do so you can experience the difference of what a specialist can do for your company.
I specialize in workers compensation insurance. This works. I also include it in my direct mail pieces.
Posted by: Cary | 01/06/2005 at 10:36 PM
Here is a technique i am the biggest fan off. Its called a reversal, here is how you use it.
“I’m happy with my current provider.”
Rebuttal:
Salesperson: “That’s exactly why you should meet with me. It’s great that you’re satisfied with your current provider, but how do you know they are still providing you with the best product, service, and value? When we meet, you’ll have an opportunity to compare the two offerings. You might discover that our offering is superior. However, if you find that your current provider is superior, you will benefit from reinforced peace-of-mind that you are aligned with the right provider and are still getting the best value. That alone is worth a 30-minute investment of your time”
The trick is to say it in a manner which reveals not only authority, but conviction to go ahead and just try.
Posted by: Sahil Adeem | 02/11/2005 at 02:54 PM
In such moments "We are happy.." i use a little humor (not too much): "Ahh, i get it. -little pause- You need not tell them that you are talking with me."
btw: You send out a very valuable newsletter. Thank you.
Posted by: Gerold Braun | 03/16/2005 at 03:05 PM
Jill -
This is a valuable blog partly because you say what not to do, which is almost as important as learning what TO do. Among your responses to the "we're satisfied with present suppliers" the best is the last. I have used that effectively not only in sales, but in ordinary conversation. That is: "hear what I have to say and you might possibly pick up a useful point or two; or if not at least you will become more convinced of your present positiion. You can't lose."
Regards, Bill
Posted by: Bill Bell | 04/26/2005 at 07:49 PM
a good nurturing campaign using an educational approach will start to open those doors and at least give you the opportunity to pitch your product or service.
Posted by: Troy Bingham | 05/12/2008 at 03:59 PM