Getting the Cold Shoulder from Prospects?
Try a New Angle to Win Their Business
June 2005

Positioning yourself as “number two” to a tough prospect may seem like you’re waiting in line with your competitors. But such an approach may pay dividends in the long run.

"I already have four vendors that do what you do, and I'm happy with all of them. I'm not interested."

To many salespeople, this is the sound of a door closing on a potential plum account. If such a rebuff is handled properly, however, that doesn't need to be the case. Good prospects will be continually approached by you and your competitors, forcing you to differentiate yourself to earn their business. Instead of viewing your prospect's happiness with existing vendors as a dead end, use it as an opportunity to win business from a non-traditional angle:

Two is Better Than None: Have you positioned your company as the be-all, end-all solution to your prospect's every need? If so, you're positioning yourself as the alternative to their top vendor, which may not be palatable to your prospect. One way to recover this sales opportunity is to position yourself as your prospect's "number two" solution - for now. For example, suggest that they consider your company for a "test drive" or as a bail-out solution on an upcoming project. Regardless of the approach, the goal is to get an opportunity to prove your viability as a primary supplier.

Appreciate Their Loyalty: It sounds counter-productive, but encouraging your prospect to stay loyal to current suppliers may actually help you win their business. Successful customer relationships are built upon trust; acknowledging your prospect's history with a current supplier reminds them that you understand and respect the ingredients of a successful business partnership. This will help position you and your company as a desirable vendor.

Stay in Touch: Even if your renewed approach is met with resistance, ensure that your company's name stays in front of your key prospects. A regular stream of information-heavy communications will remind prospects of your interest and your expertise, and will put you in prime position should an existing vendor fall out of favor.

What Grow Sales, Inc. Can Do for You
Positioning yourself as a secondary vendor allows you to re-open closed doors. With a complete customer nurture program, one-to-one marketing campaign, sales support and regular outbound communications provided by Grow Sales, Inc., you'll be armed with the tools to create opportunities with current prospects and new markets. Contact us to learn more about customized support solutions for your sales team.

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