Stop Getting Prospects' Cold Shoulder: Try a New Angle to Win Their Business

摘要

Encouraging a prospect to maintain loyalty with a current supplier might help you win its business. Successful customer relationships are built upon trust and keeping promises. Vendors that do that earn loyalty that goes beyond price. "I already have four vendors that do what you do, and I'm happy with all of them. I'm not interested." To many salespeople, that's the sound of a door slamming shut on a potential plum account. However, if the rebuff described above is handled properly, that doesn't need to be the case. In today's saturated printing sales environment, good prospects will be continually approached by you and your competitors. It's mandatory to differentiate your company to earn the business of these top prospects, and there are a number of ways to do that. For example, rather than viewing your prospect's happiness with existing vendors as a dead end, use this scenario as an opportunity to win business from a nontraditional angle: positioning your company as your prospect's "No. 2" choice.