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Sales Planning - I'm Happy With the Service I Have

By Steven J. Schmidt

One of the most common objections you will hear, whether you're selling residentially or commercially will be, "I'm happy with the current service I have."

This will always happen in sales, because no matter what you are selling, you better believe that there will always be an alternative to your product. Being in sales for half my life, every environment I have worked in has some sort of competition. That's just the nature of the beast when getting into sales.

One of the main factors to know when selling to a customer is that the customer wants to know why they should take your service or products over another one in the market, or why they should leave the current service.

Now, if you're in the midst of selling a product to a customer and the other company has far superior service or products, I would simply suggest to think about ditching the company you're working for. OK, I'm just kidding; please don't take that seriously. There is no need to jump ship and leave your current job. We will discuss how to get around that too - when a company may have superior services or products. As the saying goes, "things are not always what they seem." I'll delve into this later on. Just remember one thing about sales and competetion - that competition is usually almost always good for the consumer. Why? Because the consumer is the one who usually benefits because the competitors are trying to beat out their competition.

Let's take a look at how this actually works in real life. I used to work in sales residentially and commercially for a a gas supplier. When I sold gas commercially, my main focus was to explain if my rate was lower than the standardized rate that other suppliers offered, along with the fact that the supplier I worked for had more natural gas than the other companies and wasn't as bad for the environment as other suppliers were.

However, I would always face some type of objections because that just happens to be the nature of sales, and it was my job to prove why the customer should switch over to my supplier. This is what I like to call the turn-around part of the sale.

Once I introduced myself to the potential customer, they would often say, "No, I'm not interested in that supplier; I'm very happy with what I have." You would then naturally agree, "I understand you're happy with what you have but wouldn't you like to save money for the same exact service?"

You see what I did right there was not necessarily make them feel dumb, but simply get right to the point that most businesses want to save money. If I own a business, I want to know how I can reduce overhead or expenses so that I can increase revenue. That's a basic concept in business, and you, the sales person, have to fulfill that need for them.

I completely understand that certain consumers wish to stay loyal or want to stick with one supplier. But let's face it - in this day and age that's usually not the case anymore. People will change suppliers and companies as if they're putting on a new pair of socks every day. Don't forget, the name of the game is to save money, so if you're a business owner, you're not worrying about staying loyal if you are paying a higher premium for the same exact service.

Now, there have been some consumers, of course, who stay loyal or do not want to switch service because it may be inconvenient for them to make the move. It's your job as the sales person to point out why they should switch. I would normally say, "I understand it's not a lot of money I will be saving you, but wouldn't you like to spend that money elsewhere in your company?" The business owner is just thinking about getting rid of you because they feel that you are a waste of their time, but as we stated, your job is to show them why they need something that will save them money and allow them to use that capital to make their business thrive even more.

Another line I used while working for the gas supplier would be, "Mr. Sanders, I understand you're happy with your service, but wouldn't you like to help the environment instead of polluting the air?" Mr. Sanders, in this case might respond, "Oh, c'mon, that's not really happening." You, the sales person would say, "Actually, Mr. Sanders, I hate to break the news to you, but yes it is. But I would be more than happy to show you why we are a better supplier, and how you can provide cleaner air and tell that to your customers."

In this scenario, you aren't even mentioning money, but rather explaining to the business owner that you are providing him with a better valued service and also showing how they can still sell gas, while telling their customers they are helping preserve the environment. What customer wants to kill or pollute our planet?

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