Once you’ve made it through to the person you would like to speak to, this is when the fun really begins. This is the part that we can get creative, we can start discussing the solutions to their needs, and may even euncover new opportunities. But we aren’t there yet. 

You will often come up against objections when the customer says: “We see your value, but we’re happy with our current supplier”. So, what should you do then? Quite simply, you should ask them why they are happy with their current supplier – open questions. This is important because this then strengthens your understanding of their needs and will also allow you to better point out what differentiates NCAB Group from our competition.

Steve Jobs once stated “People don’t realize what they want until you tell them“. And the reason why I say this is because whilst you’re listening to why their current supplier is so good, you can analyze and suggest where we can add value on top of what they’re already getting. This is something they may not have considered. This then should lead on to further discussions about NCAB’s Unique Selling Points, what we do to control our factories, what makes us unique as a company.

So when you consider that your biggest challenge is when someone says they have an excellent supply chain, and yet you still overcome that objection and offer them a better solution, anything is possible!

So be brave, be bold, be confident and push the boundaries even when you feel that there may not be an opportunity. It may happen on the first call, it may happen on the ninth call. Be persistant, be respectful, and success will follow. The soft sell is the best sell.