Sales Minute

"We already use another service."

How many times have you heard this when making sales calls?

No prospect will immediately switch to your service unless she is experiencing dissatisfaction with her current destruction services provider.

One possible way to overcome this statement is what I like to call my "backup quarterback" strategy. It goes like this: "Ms. Decision Maker, it’s great that you see the importance of protecting your sensitive information. It’s also good business sense to outsource this to a security company that specializes in destruction. That being said, just like a good football team always has a capable backup quarterback, businesses in your industry usually have a backup plan in case something happens with their existing provider, or starting quarterback. Could we set a time to talk about being your backup quarterback?"

As information destruction companies, what we want at this stage of the game is an appointment. When you call on a competitive account, it is impossible to create a "buying atmosphere" over the phone. Instead, engage the client about her business so you can get an appointment and start building a connection. Remember to be patient.

Keep in mind that all such prospects will need a purge done at some point in the future. Purges are perfect opportunities to showcase what you can do for them. They also present a chance for the client to become more comfortable with your company.

One of my many mantras is, "If you can’t be No. 1, you might as well be No. 2. Then it’s only a matter of time before you become No. 1."

Even Tom Brady was a backup quarterback once upon a time.