I have considerable respect for Selling Power, North America’s “go to” publication for sales professionals. But a recent post made me see red.

I’m always fascinated to read other sales experts’ views on how to address challenging sales scenarios. And so I was eager to read the recent post from the editors of Selling Power, “Overcoming the ‘Established relationship’ Objection.”

About half way through the article a little voice inside my head was screaming, “Guys, what are you thinking!” Maybe they weren’t.

Two things irked me.

1. Their solution to this specific challenge is to provide a series of “scripts” with little or no context to support them. I’ve never been a fan of these types of one-liners. Scripts suggest that sales people aren’t required to think. And that’s one thing buyers want sales people to do better. Think. “Think about me before you pick up the phone!” Plus … a “one size fits all” response, delivered verbatim without context from the lips of a naïve seller, is an instant credibility killer.
2. There is no evidence of any consideration of the buyer’s point of view. Think about this scenario from their perspective… You’re a busy buyer who receives an unsolicited sales call. You politely explain to the caller that you have a spectacular supplier who you’ve worked with for over a decade and to whom you would gladly donate your left kidney… so right now you have no interest in talking.

This unknown caller, following the sage advice of the editors, responds with one of the following conversation crushers.

Seller script: “Just out of curiosity, let’s compare the pros and cons of the choices you have.”
My response: “Actually let’s not.” Click.

Seller script: “I’m not asking for all of your business, just one percent of it. I’m confident that my company and I can earn the other 99 percent.”
My response: “Glad you’re confident. I’m not.” Click.

Seller script: “Is there anything about me or my company that is holding you back from doing business with us?”
My response: “Duh! Didn’t I just tell you? I don’t need you… I have an awesome supplier who takes care of my every need.” Click.

How would you react? Would these “seller scripts” entice you to dive into a productive business conversation or to consider this caller as a trusted alternative to a preferred vendor relationship?

I tested each of these “self-serving” lines on an audience of over 150 sales pros when I spoke at the Metro Toronto Convention Centre last month to see who would be comfortable applying any one of these to this common objection. I had no takers.

So I apologize if I have offended the editorial staff at Selling power. Not my intent. They got it right when they said, “Sales people who do their homework, position themselves correctly and practice patience can ultimately create opportunities for themselves.” I also agree with their statement “Don’t give up.” Because in today’s unpredictable world the status quo can be very short lived.

Winning over a competitor’s loyal client is not a one-time event. It requires a thoughtful process. Sure it’s easy to push your way onto their bid list if you simply want to be an extra quote … and assuming you have the time and resources to churn out proposals that won’t win… But shouldn’t you aim higher? Aim to have you considered seriously and with equal merit to the incumbent.
So when faced with the response, “We already have an established supplier” I suggest using a “framework” (rather than a script) that is adaptable to each client situation in context of your reason for calling.

Here’s a simple four-step approach that has proven effective, and comfortable, for my clients. One that focuses on moving the sale forward not backwards:

E = Empathy. Eliminate tension (yours and theirs) with a demonstration of empathy. Demonstrate your understanding and respect for their position … after all don’t you also have loyal clients? Remind them of your reason for calling (assuming it is relevant and customer focused) and suggest that you’d like to stay in touch in the event their situation changes.

And before you hang up…

A = Ask. Ask them a short “customer-centric” question in context of your call. Ask a question that solicits their perspective or expert opinion. Not a manipulative question to “force the sale”. I choose from a stable of questions that are appropriate depending on the situation. For example, “John before I go … you’re a sales executive who brings on a large number of novice reps each year … may I ask what you see as the biggest challenge to getting their productivity where you want it to be fast.” People generally like to share their perspective on subjects close to their heart. I’ve had strangers talk with me for longer than I had intended the original call … and the information they share is insightful and valuable.

R = Retreat. Do not overstay your welcome. Leave him wanting more. Thank him for his time and graciously leave him to focus on his day.

N= next steps. Suggest you stay in touch on whatever time frame you both agree to… this will depend on the context. Make the commitment that you will connect only if you have relevant valuable information based on what you know / have just learned about his situation. Ask for his preferred method of communication. Then hang up.

As a result of this conversation you just moved the sale forward in three powerful ways.

1. You started to establish a relationship.
2. You received valuable information in the buyer’s words that will allow you to continue to communicate in ways that are relevant to this customer. Much better than the irritating “I’m following up to see if now’s a good time.”
3. You just distinguished you from the myriad sellers who abdicate their thinking to a self- serving script.

In short you’ve EARNed the right to continue a dialogue with this buyer. And if you use the information you’ve gleaned directly from him you can develop an access strategy that will:

• accelerate his interest in working specifically with you.
• assure that you are positioned top of mind when he is ready to consider an alternate provider rather than an extra quote.

A Final Word of Caution on Bad Advice.

Last month a member of a training class showed me sample prospecting messages provided by their leader. The manager’s intent was to provide newer reps a guideline they could replicate with their own prospecting messages.

After reading the examples I asked the group, “What kind of success have you experienced with the format?” Turns out they weren’t experiencing success and some weren’t willing to follow the guidelines. I wasn’t surprised… the proposed content made no sense… particularly from a new prospect’s perspective.

Sales managers … be careful what you hand down to your team … especially those new to selling. They are hungry to learn from you and need what’s relevant today… not yesterday.

Sellers, if you are on the receiving end of mentoring that simply doesn’t make sense to you … odds are it won’t make sense to your clients. Have a conversation with your mentor before blindly accepting. What instinctively feels like bad advice usually is.

Good selling!