Understand Your Buyer > How To Engage > The Additional Supplier Effect
What is it?
When faced with the “we already have a supplier” objection, suggesting the person should have more than one supplier can help to make them think.
Why does it work?
It works because it’s essentially a dead end question. We’re asking them who else they deal with, knowing they probably don’t. This changes the conversation from it being stopped at “we don’t need you” to becoming “maybe we should have more than one supplier…”
How can you use it?
Quite simply – the next time you are faced with the incumbent supplier objection, remember to ask them who else supplies them….?
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