Thoughtful Thursdays – Music to my ears
“We already have a supplier that we are happy with for insert your product/service here.”
While some may interpret this as a negative response, I see the gauntlet being thrown down, lying there waiting for someone to rise to the challenge and pick it up. Game on is how I see it. All things being equal, it will only be a matter of time before this prospect is buying from me.
The key is to make sure that all things are indeed equal and if they are not, to make them so. Then make those things that are measurable once again unequal, but in my favour. It can be a lengthy process depending on the sales cycle, but extremely rewarding as well. I learned about value selling with a Fortune 500 company many years ago. The tools have changed, but the process remains the same. Rest assured your competition is using similar relationship building tools to establish credibility and trust. You must do the same and be relentless.
The prospect must buy you first, the sale of your product/service comes later. Credibility and trust are built on factors including, but obviously not limited to:
- Meeting commitments that are made
- Consistent calling patterns
- Industry knowledge
- Honesty and clarity
- Humility
As the door of opportunity opens wider you learn more about your prospects needs and the real competitive situation – the playing field will start to level out. The more you learn the easier it will be to establish the reasons this prospect will become your customer. The value of dealing with you will become clearer and easier to articulate. After all it is all about value, isn’t it? It is now that all your value selling skills will be put to the test. But don’t fool yourself into thinking it will be easy. In many cases you will be given an opportunity to work on a problem that has been around for years. This is the one that no one has yet solved. Take pride in making it this far, they now have sufficient confidence in your company to test your problem solving skills. Finding out that my prospect has a need that is currently being fulfilled by my competition is music to my ears.
Good selling,
Richard
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