May 2007

Turn Objection into Opportunity by Being Number Two

Postioning yourself as number two can keep the door open to doing business in the future.

Have you encountered a key prospect who has professed unwavering loyalty to their existing provider? Though it sounds like a door to profitable business slamming shut, it’s actually an opportunity to differentiate your company and eventually win that prospect’s business. How? By being Number Two!

No, this isn’t a scatological joke in the making. By positioning your company as a secondary provider, you remove the “all or nothing” decision your competitors are forcing your prospect to make. Here are three ways to make this strategy work:

Two is Better Than None: Positioning yourself as the be-all, end-all solution to every one of your prospect’s needs can be scary – for your prospect. Change is always difficult, and your prospect won’t make a decision in your favor if you insist on every ounce of their business.

Once you’re confronted with their profession of loyalty, position yourself as “Number Two” by offering a test drive or a bail-out solution from your company on an upcoming project. This approach will show that you recognize the importance of your prospect’s work to the success of their business, and that you’re willing to prove your competence and earn their trust as a primary supplier.

Appreciate Their Loyalty: 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: All of the hard work you do positioning your company as Number Two can be undone if you don’t stay in touch. A consistent stream of informational follow up communications is one way to stay top-of-mind and reinforce your position as a knowledgeable, trustworthy partner. That’s exactly where you want to be should an existing vendor fall out of favor.

What Grow Sales, Inc. Can Do For You
Since 1996, Grow Sales Inc. has helped companies and their sales teams capitalize on current and future sales opportunities. Our mix of outbound marketing, sales support, public relations, graphic and web design will arm you with the tools to differentiate your company in the eyes of key prospects and win new business. Contact us to learn more about what we can offer your company.

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