Handling "We Already Use a Competitor" (or Do Nothing)
Beat the incumbent and the status quo by raising the cost of staying, not by attacking the current choice.
How it sounds
- Buyer We already use something for this.
- You Make the cost of staying with the status quo concrete.
- You Open the gap between what the incumbent delivers and what you now need, without an insult.
- Result "We already have something" stops being the end of the conversation.
The rest of this entry is in the full archive
- Why the real competitor is usually "do nothing", and how to sell against it
- How to find the gap in the incumbent without badmouthing it
- The switching-cost math that makes change feel safe instead of risky
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