Advanced Sales Training - C-Level Selling

C-Level Sales Training Tips 13 - Replacing Embedded Competitors

Competitors’ accounts are great opportunities for you. Unfortunately, you either block yourself assuming the customer is totally satisfied, or if you’re a little more aggressive, you’ll put them on the defensive by touting how much better you are. Both avoiding and attaching will ruin this tremendous opportunity for you.

Competitors’ accounts should be really attractive because, first, you know they buy your type of services, meaning they are highly qualified; secondly, customers are always looking for something better, which I presume you have; and thirdly, your competitors are vulnerable.

Let’s explore the vulnerable aspect. Problems always arise with any vendor or service provider, no matter who it is, and this makes them vulnerable. However, customers don’t change readily for many reasons. There is the inertia factor – the devil we know is better than the devil we don’t know. The cost/effort to find an alternative is significant – bidding, reviews, training, start-up, etc. The problem may not be that big relative to other priorities. The incumbent may be working to correct the problem. The politics and hierarchy among the users can make each cautious about changing vendors.

Therefore, the best approach to capture business from a competitor’s customer is to position yourself as NUMBER TWO. Since there will always be problems with incumbents, make it easy for you competitors’ customers to change. Get known. Show you’re capable and creditable, but don’t be eager to replace the incumbent. You’ve got to make them feel no pressure and at ease meeting with you. Then when problems arise, you’ll already be qualified and only a phone calls away. It’s then quick and less risky to change horses.

However, you will have to get to know the leaders of the profit center. Subordinates don’t want to change because they fear the impact from their bosses and other associates. But, if you’re known by the top people and have established some credibility, the wheels will be greased.

Competitors’ customers are ripe for you. There are new projects just around the corner. Times and people change, and there is always room for two, or more vendors. However, to be the next in line for the call, you must begin the positioning process now. Otherwise, when it’s time for a change or second supplier, they’ll call all competitors. Get known and approved by the senior staff as the best alternative vendor and within 6 weeks you’ll get a call to prove it.


Common Situation

They Say They Really Like the Incumbent

Your competition sells a lot to this account. Your main contact is very cordial, yet lets you know s/he’s very happy with your competitor. Therefore, you assume everybody, including the powerful, love them and will never change.

Resulting Problem

You Realize Another Competitor Has Started Selling into this Account.

You’re missing big opportunities for penetration because you’re listening to a limited few – usually the competitors’ sponsors. There are always problems with incumbents. If nobody presents themselves as an easy alternative or second source, the account sticks to whom they have until something big happens. Then every competitor is called and you’re seen as one-of-the bunch.

Check Yourself

Score: 4=Always; 3=Most Times; 2=Usually; 1=Sometimes; 0=Never.

1. Do you tend to put down competitors when you do talk with their customers? ____

2. Do you avoid competitors’ accounts? ____

3. Do you ask competitors’ customers what they like about their incumbent? ____

4. Do you ask what needs are not being met? ____

5. Do you interview at least 4 of the people in a competitor’s account? ______

Scoring: 3 + 4 + 5 - (1 + 2) = ??

9 is good; Less than 9 means you need to work on this revenue opportunity

And now I invite you to learn more.

Learn the best approaches and the actual dialogue to position yourself as the number 2 supplier with your competitors’ top customers.  It’s all in this Replacing Embedded Competitors E-Book – 9 actions to prepare yourself and fit your style.  Learn what to say, how to say it, and with whom to meet.

 FREE BONUS;  Get my E-Book “Getting Past Gatekeepers and Handling Blockers”

Sam Manfer delivers key note speeches and in-depth selling work shops for those anxious to increase sales.  His hands-on coaching turns individuals and sales organizations into selling whirlwinds.  Sam’s selling awards and $ Million sales  recognitions support his methods. His book, TAKE ME TO YOUR LEADER$ along with his Matching Chemistry’s CD and sales seminars replace selling myths and clichés that frustrate decision makers with a proven approach that captures their attention.  Follow Sam’s C-Level Selling Blog for more insights.   Sign-up for his free Selling E-Zine. 

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