I recently did some work with a client’s telemarketing team. They set the agenda and our session focused on handling objections. We discussed the following;
“We will never ever change providers”
– Try to ask just one more question. The more you can engage them in a conversation, the more opportunities you can open up.
This could be… “Okay, can I keep in touch?” followed by “when would be the best time to call you next?” GOLD
“And generally speaking, is it product A or service B that interests you the most?”
– Keep up your efforts to get email addresses. It’s worth checking the ones you already have sometimes too. I find it amazing how often they change.
“We just did a vendor review, so we are committed for the next xx years”
Again, my advice is don’t get discouraged, see if you can engage them in conversation a bit more.
“Okay, it’s a shame. I’m sorry we got lost this time, but is it okay if I keep in touch?” followed by “If I were to call you again in a year, would that be correct?”
We talked about the fact that “nothing lasts forever”, so even with accounts where it seems like you don’t have a chance, it’s worth building a relationship or a good relationship with the other person. We discuss the reasons why this is true;
o Decision makers move or change. Often the new person wants to mix things up and switch providers. It is their way of showing that they are making a difference.
o Alternatively, it could be that the contact at your competitor’s company changes. therefore, the relationship is weakened.
o Terms of trade may change. The favorable terms that the client used to get may change and they may not be as interested in the new ones!
o You have nothing to lose! So work to build the relationship anyway.
o It is always worth pushing the “quoting angle for cost comparisons”. Again, you have nothing to lose by offering this.
o Service levels may change with your existing provider.
o The market changes. There is a lot of consolidation and change going on right now. My client mentioned many examples in his market sector, I bet you can think of many in yours too.
How to challenge someone who is happy with their current provider
We then move on to discussing the fact that the team isn’t confident challenging someone who is happy with their current provider.
I suggested “Okay, that’s interesting, what do you like about ABC Limited?” Some members of the team gave the impression that they would not be comfortable with this line, so we discussed others.
“For research purposes…”
“For my records…”
“Ever looking for competitive quotes?”
“Okay, that’s interesting…”
“I’m interested in learning about what’s important to you…”
“Would you be interested in a visit or more information?”
“Is it because you’ve always found them competitive?”
“When was the last time you went to the market?”
There are plenty of ways to ask additional questions without sounding disrespectful, which might make your prospect stop and think for a bit.
Remember my adage when selling that “if you can’t be number 1, try to be number 2”. Because one day the favorite provider will make a mistake and disappoint the customer. Or, as often happens, one of the individuals in the relationship moves on. Either way, if the customer is going to pick up the phone, who is he going to call, company number 2, of course, you?
In the next session with this client, we’ll go on to discuss the benefits of selling, so I’ll add an article on that soon.
