Objection Category: Need Exists

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3. Objection: We’re satisfied with our current supplier.

When does it usually occur? Initial contact.
Probable Cause: Prospect does not believe a need exists.
Objective: Establish a need.

Prevention Strategies:

  1. The overall strategy is designed to get the prospect to recognize that there might be weaknesses in their current supplier’s product, service, or business strategy by pointing out your Unique Selling Points.
  2. During your pre-call planning, do a quick update of your Competitor Analysis to make sure you know your strengths against this competitor’s weaknesses for prospects in your target market segment.
  3. During your opening remarks, state that you want to “get them some written information” about how your company has solved costly and critical issues related to ___, ___, and ___.”  State three areas where you are strong (USPs) and your competitor is weak and typical customers in this market segment have needs.
  4. Get permission to proceed, and then ask questions targeted toward discovering needs. An example of doing this would be, “Is now a good time to quickly verify some information or should we set a phone appointment for later today?” With an “okay” from the prospect, you might ask a question such as, “What are your greatest concerns related to ____ (missing USP)?” Or you could continue with your USP guided Research Questions.
  5. Plastic container example: “What are your greatest concerns about the risks your employees face when transferring product from the rusting container to a new one?”

Preemption Strategies:

  1. Know this one is coming, spoken or not! It can be a hassle for prospective customers to change suppliers, so you’re working with an existing inertia that will need to be overcome. Bring out the “big bang” Benefits up front. Don’t hold back. But, before you do, make sure your credibility is clearly established first. For example, “We’re the company (firm, organization) that _____.” Insert what you’re known for, or would like to be known for.
  2. Similar to the previous objection (already have someone), the strategy here is to get the prospect to realize that they have changed suppliers on any number of products and services in the past and have benefited from it. Talk about how happy you were with the car, computer, phone, and so on, when you first got it, and then how that changed as new capabilities you wanted became available but the supplier you were happy with couldn’t provide. Ask, “So what do you do when you really want something you can’t get from your current supplier?” Now transition to your Unique Selling Point’s missing Advantages and Benefits. For example, “What are your greatest concerns about not having the ability to ___ (missing USP)?”

Response Strategies:

  1. Get the opportunity to tell your story. This is a great strategy.

“That’s terrific. By the way, who are you currently using? 
“How long have you been using them? 
“Did you use someone else before? 
“What made you decide to change back then? 
“And you got _____ (state Benefits). 
“Back then it made good business sense to look at another supplier and you profited from it. 
“Things have changed so rapidly in the past few years, particularly in the areas of ___, ___, and ___ (USPs), that perhaps that opportunity exists again.
“It’s at least worth taking a few minutes to explore the possibility, isn’t it?”

  1. “Great, it's not easy to find a good supplier in this business, who are you currently using? When you think about ____, (USP) what are your greatest concerns?”
  2. “That's why I'm calling. There are some major changes in ___ and in ___ (state areas of greatest change related to your Unique Selling Points), and I would like to get you some written information about how we’re seeing these issues impact your industry’s ability to ___. Is now a good time to quickly verify some information?”

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