How would you like to replace the competition that’s serving the customers you’d like to be serving?
Wouldn’t that be nice!
However, it’s unlikely, because buyers or decision-makers are often reluctant to change, even if the change helps them attain a more favorable future or improved condition. They have a comfort or security level with the past they probably don’t want to disrupt.
My suggestion, is never try to replace your competitor. Instead, position yourself to become the next best alternative or Plan B.
Here’s the question you ask: “Mr. and Ms. Budge, I can now understand why you’ve been so happy with Hard Sell Enterprises and why you wouldn’t want to replace them. So I’m wondering: ‘How can I, our company, and our solutions—complement what Hard Sell is doing for you?’”
This question is extremely powerful. Here’s why. It relieves decision-makers. They now know they don’t have to replace their current supplier. Together, you and your decision-makers can now determine how you can best complement, contribute to or be a part of their solution, and not the entire solution.