Unseating an Entrenched Competitor

Duration: 60 minutes

“We’re happy with our current vendor.”

How frustrating is it to hear that from prospects when you know you could save them time, cut their costs, or drive up their revenues – if only they’d listen? In this webinar, sales expert Paul Cherry will share counterintuitive techniques you can deploy to win business from prospects who are happy with their current vendor.  (more details below)


WHY ATTEND 

Research shows that 75% of business people say they’re “satisfied” with their service and product providers. So you have a choice: only play ball with the 25% who aren’t satisfied or actively seek to unseat entrenched competitors. If you’ve tried in the past, you likely learned that your normal selling techniques – highlighting benefits, creating urgency, pointing out competitors’ weaknesses – often work against you.

Why? Because human beings hate change. In fact, studies have shown that in order to even consider switching, your benefits would have to outweigh the pain of change by at least THREE TIMES.

LEARNING OBJECTIVES

In this webinar, you will learn: 

  • The very first thing you should say when you hear “We’re happy with our current vendor.”
  • Why the “conventional wisdom” for unseating a competitor almost always backfires.
  • Why your goal should be to make your offering sound the same, but better.
  • How to use “Fear of Change” to propel your sale forward.
  • Why your sales pitch should focus on only ONE compelling advantage over your competitor.
  • Selling techniques you should NEVER use on a competitor’s happy customer

ABOUT THE SPEAKER

Paul Cherry is President of Performance Based Results, an international sales and leadership training organization and has taught more than 250,000 sales professionals to date.   Johnson & Johnson, US Department of Energy, Blue Cross, DuPont, Moody’s, Shell Oil, Harley Davidson, and Wells Fargo are just a few of the 1,200 clients Paul has worked with.  He has written over 200 articles for leading industry publications and is the author of Questions That Sell (AMACOM) and Questions That Get Results (John Wiley & Sons).  Paul has more than 20 years of experience in sales, management, executive leadership, and performance improvement strategies.  Paul teaches at The Iacocca Institute at Lehigh University.

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Participation in the live webinar + Full MP4 Recording. For recording, choose digital download or CD-ROM by mail.

Event Package

Event Value Pack

Participation in the live webinar + Full MP4 Recording + Audio-only MP3 recording. For recordings, choose digital download or CD-ROM by mail.

What You Get With Each Option close

Live Recording

Live Only

Participation in the live upcoming webinar

Recording

Recording Only

Full MP4 recording of webinar, including Q&A. Choose digital download or CD-ROM by mail.

Live and Recording

Live + Recording

Participation in the live webinar + Full MP4 Recording. For recording, choose digital download or CD-ROM by mail.

Event Package

Event Value Pack

Participation in the live webinar + Full MP4 Recording + Audio-only MP3 recording. For recordings, choose digital download or CD-ROM by mail.

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