PREEMPT the Objection, “Already have someone.” Strategy 1 of 2

Objection 2 of 85: Already have someone

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

Now we're going to shift tactics to Preempting this objection.

If your competitor analysis shows that the prospect already has a supplier, then you'll want to PREEMPT the objection, which means you bring it up and answer it before they do.

If you let them bring it up, it will have an emotional component linked to it that you'll have to address before offering your response, which is why it's better to Prevent or Preempt than it is to Respond.

The good news is that the approach/positioning strategy you learned in the previous blog used to prevent this objection has proven time and time again to be the most effective means to preempt it as well.

Suppose your company has a positive reputation, and you're offering to get the prospect some information about how your company's unique approach to solving a problem the prospect would like to have solved with the product/service they're currently buying. In that case, it doesn't matter if they have someone else or not. They would like to review that information.

Here is the crux of the previous blog:

Imagine that you sell plastic containers in competition with metal ones that rust. One of your Unique Selling Points has multiple sought-after benefits by people who use metal containers.

Feature – Containers made of plastic
Advantage – Won't rust
Benefit – Lowers maintenance costs, replacement costs, and customer concerns caused by the rust.

Strategy:  During your approach/positioning opening remarks, give three Unique Selling Points (USPs) Advantage and Benefit statements that you selected based on market segment, challenges common to that industry, and the decision maker's role.

Template: "I'd like to get you some information about how our company is helping companies in your industry ___ (USP), ___ (USP), and ___ (USP). Is now a good time to quickly verify some information (slight pause) or, would you like to set a telephone appointment for later on today?"

Example: "I'd like to get you some information about how our company is helping companies in your industry eliminate their container replacement budget, lower their maintenance costs, and eliminate customer concerns caused by rusting containers. Is now a good time to quickly verify some information or, would you like to set a telephone appointment for later on today?"

With experience, all you need to know to qualify them is that they use metal containers that rust.

Suppose you were the decision-maker plagued by a never-ending need to buy replacement containers due to rust and having to help you salespeople deal with customer concerns and objections over the rust. Would you be interested in knowing how that company with an excellent reputation in your industry solved that problem?

What happened to the "Already have someone" objection? They set it aside.

Resources:

This blog's content comes from Chapter 6: Strategies Specific to Each Objection in the Objection Free Selling book.

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