Top Prospect Won't Budge? Play it Slow
February 2004

Companies that strive to make themselves and their services irresistible often attract a throng of loyal customers that settle in for the long haul. However, it can be discouraging when you’re on the other side of the fence. “I’m perfectly happy with my current provider” is the last thing you want to hear from a top prospect. That doesn’t mean it’s time to pack it in; in fact, it may be just the opposite! Here are three tips to getting your foot in the door, and keeping it there:

1) Gather plenty of information – Begin by asking the prospect questions about their current provider, and look for typical hot spots. Here’s an example: “On-time deliveries are very important to our customers. Does your provider always deliver on schedule?”

2) Go into low-pressure mode – If the prospect is truly satisfied with their current provider, they won’t make an immediate switch. Make it a point to establish regular, low-pressure, information-based communication with the prospect. Positioning yourself as an equally-qualified alternative ensures that your phone will ring the moment your competitor starts to slip.

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