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“I understand. Some of my customers used to buy from the discount warehouse and they tell us they like the fact that our focus is on [insert type of products you specialize in] and service. Because we specialize in [ type of products or service you specialize in] customers feel more comfortable ordering from us, knowing that if there is ever a problem with their [insert machine or hardware] we can fix it. We are responsible for their [machine or hardware your company services.] They didn’t have that assurance from the other company they were ordering [insert your type of products] from. May I send you our monthly sale flyer?”

“We are happy with our current vendor and we don’t want to change.”

When hearing this objection, some salespeople begin their response with “Yes, but we can offer you a lower price” or better quality products, or faster delivery, etc.

A more effective way to handle this objection is to use a soft-sell approach that is very successful. Example:

“I understand. Please keep us in mind as a second source. We specialize exclusively in these products and we always keep them in stock. Our prices are very competitive. If your current supplier is ever back-ordered on an item you need, give us a call. You can get delivery the next day. May I send you our monthly sale flyer?”

This is a non-combative and friendly response. Instead of a hard sell “buy today” effect, you leave the impression with the prospect that you are there to help. Most sales people are surprised at how often these lost prospects call back later to order.

Ann Barr is a consultant and sales trainer who has written eight books on sales and marketing. You can sign up for Ann’s free Weekly Sales Tips e-mailed newsletter at her web site www.sellingsupplies.com.

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