Overcoming Objections - Become Your Prospect’s Number Two Choice

“I would never!” Ganymede said.

“It’s an analogy!” Zoot remind him. “If you told Noot he had to immediately choose between you or me, he’d choose me, of course. But say instead you offered to walk Noot every day for the next two weeks. This ‘test-drive’ would allow Noot to get comfortable with you and recognize that you care about him. Then, if I happened to be carried off by the Cyclops one day, Noot would have an easy choice for his new owner.”

“Yet most number twos trying to become number ones force prospects to make that ‘all or nothing’ decision,” Ganymede said with understanding.

“Positioning yourself as the be-all, end-all solution to every one of your prospect’s needs can be scary—for your prospect,” Zoot continud. “Change is always difficult, and your prospect won’t make a decision in your favor if you insist on every ounce of their business.

“Once a prospect confesses vendor loyalty, position yourself as number two by offering a test drive or bail-out solution from our company on an upcoming fire project. This approach will show that you’re willing to prove your competence and earn a potential buyer’s trust as a primary supplier.”

“Wonderful,” Ganymede said, rubbing Noot’s head. “Hey boy...can I take you for a walk tomorrow?”

“Oh no you don’t,” Zoot joked, pulling the leash away from Ganymede.

Today’s FIRE! Point
The loyalty of a prospect to a current vendor is not a problem; it’s an opportunity for you to differentiate yourself and win the business. Instead of hard-selling your printing company as the end-all, be-all solution, settle for being the number two choice. Then, when the prospect’s number one lets them down, you’ll be waiting in the wings. Offering prospects a “test drive” or sample of your services will show them you’re willing to prove your competence and earn their trust as a primary supplier.

FIRE! in Action: Many Businesses Succeed by Being the Second Choice
With 29.9 percent market share to Coke’s 41 percent, Pepsi is on average the second choice for American soft drink buyers. Yet, PepsiCo has stayed strong by diversifying into snack foods and pouncing on Coke’s missteps—such as “New Coke.”