Overcoming Objections - Become Your Prospect’s Number Two Choice (Part II)
“Indeed,” Zoot said. “Instead, say ‘I can tell strong vendor relationships are important to you. That’s good to hear, because they are to FEI as well. We’ll be here when you’re interested in trying us out.’”
“It doesn’t seem like a good idea to just leave it at that, though,” Ganymede speculated.
“Of course not,” Zoot said. “Next week, we’ll talk about how you can keep FEI on the prospect’s mind without looking you’re trying to ‘lure them away’ from an existing top vendor.”
Ganymede noticed Noot sniffing a female dog. “Oh, look!” he said. “Noot’s in love!”
Zoot rolled his eyes. “There goes his loyalty.”
Today’s FIRE! Point
Encouraging your prospects to stay loyal to current suppliers may actually help you win their business. Successful customer relationships are built upon trust; acknowledging a prospect’s history with a current supplier conveys that you understand and respect the ingredients of a successful business partnership. This will help position you and your printing company as a desirable vendor.
FIRE! in Action: Being Second Hasn’t Stopped Avis from Succeeding
The car rental company was founded in 1942, and since then has been a perennial number two in the market to competitor Hertz. Yet Avis’s distinctive marketing—featuring its famous slogan “We Try Harder”—has helped it remain a successful competitor well into the 21st century.
Next week: Zoot and Ganymede discuss a last strategy for going from number two to number one with that hot prospect.