Recently I carried out some work with a client’s telemarketing team. They set the agenda and our session centered around objection handling. We discussed the following;
“We’re never ever going to change supplier”
– Aim to ask just one more question. The more you can engage them in conversation the more opportunities you may open up.
This might be…… “ok, can I keep in touch?” followed by “when would be the best time to call you next?” OR
“And generally speaking is it product A or service B you have most interest in?”
– Maintain your efforts to get e-mail addresses. Worth checking ones you already have too sometimes. I find it amazing how often they change.
“We’ve just carried out a review of suppliers, so we’re committed for the next xx years”
Again my tip is don’t be put off, see if you can engage them in a bit more conversation.
“OK, that’s a shame. I’m sorry we’re missed out on this occasion, but is it OK if I keep in touch?” followed by “If I was to call you again then in a year’s time, would that be about right?”
We talked about the fact that ‘nothing is for ever’ so even with accounts where it seems like you have no opportunities at all, it is still worth building a relationship or rapport with the other person. We discussed reasons why this is true;
o Decision-makers move or change. Often the new person wants to stir things up and change suppliers. It’s their way of demonstrating that they’re making a difference.
o Alternatively, it could be that the contact at your competitor’s company changes. Consequently the relationship is weakened.
o The terms of trade may change. The favourable terms the customer used to get may change and they may not be so keen on the new ones!
o You have nothing to lose! So work to build the relationship anyway.
o It is always worth pushing the “quotation for cost comparisons angle.” Again you have nothing to lose by offering this.
o Service levels may change with their existing supplier.
o The market changes. There is much consolidation and change at the moment. My client mentioned many examples in their market sector, I bet you can think of many in yours too.
How to challenge someone who is happy with their current supplier
We then went on to discuss the fact that the team is not confident about challenging someone who is happy with their current supplier.
I suggested “Ok, that’s interesting, what is it about ABC Limited that you like?” Some of the team gave the impression that they wouldn’t feel comfortable with this line, so we discussed others.
“For the purposes of research…. “
“For my records….”
“Do you ever go out for competitive quotes?”
“OK, 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 that because you’ve always found them competitive?”
“When was the last time you went out to the market?”
There are many ways of asking extra questions without seeming disrespectful, that might, just might, make your prospect stop and think a little.
Remember my adage in selling that “if you can’t be number 1, aim to be number 2.” Because one day the favoured supplier will slip and let the customer down. Or as often happens one of the individuals in the relationship moves on. Either way if the customer is then going to pick up the phone, who are they going to call – the number 2 company of course – You!!
In the next session with this client we went on to discuss selling benefits so I’ll add an article on this soon.
