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Sales Skills / Make the First Contact Count / Lesson 37
LESSON 37 · MAKE THE FIRST CONTACT COUNT

We Already Have a Supplier

Practical ways to respond to “we already have a supplier”, without attacking the competitor or giving up.

Existing suppliers are not a wall. There is often room for a second voice.

12 tipsEasy things to say7-day plan
Start with tip 1
Jump to the 7-day plan

12 tips that really help

These ideas come from Fanatical Prospecting (Jeb Blount), Cold Calling Techniques (Stephan Schiffman), The Little Red Book of Selling (Jeffrey Gitomer), and everyday practice. The first six help the most. Pick one and try it today.

Photo for the tip: A supplier is not a wall
TIP 1

A supplier is not a wall

Many customers are open to hearing about a better option, even if they are happy now.

TRY THIS
Smile when you hear it.
Photo for the tip: Respect their loyalty
TIP 2

Respect their loyalty

Praising their loyalty to a supplier shows maturity and lowers defensiveness.

TRY THIS
Say it is great to have a trusted supplier.
Photo for the tip: Ask what they like about their supplier
TIP 3

Ask what they like about their supplier

Understanding what works for them reveals your standards and possible gaps.

TRY THIS
Prepare the question.
Photo for the tip: Ask what they would change
TIP 4

Ask what they would change

One gentle question such as is there anything you wish were better? can open a door.

TRY THIS
Use it politely.
Photo for the tip: Position yourself as a backup
TIP 5

Position yourself as a backup

Many businesses value a second option for safety and comparison.

TRY THIS
Offer to be a reserve supplier.
Photo for the tip: Offer a small trial
TIP 6

Offer a small trial

A tiny order or sample lets them compare without risk.

TRY THIS
Define a simple trial.
Photo for the tip: Do not criticise their supplier
TIP 7

Do not criticise their supplier

Speaking badly of others lowers your credibility and may offend them.

TRY THIS
Focus on your strengths.
Photo for the tip: Share how you are different
TIP 8

Share how you are different

A clear, honest difference such as faster support or a unique product gives a reason to listen.

TRY THIS
Write your difference.
Photo for the tip: Ask when they review suppliers
TIP 9

Ask when they review suppliers

Many companies compare options yearly, so timing your contact matters.

TRY THIS
Ask for the review date.
Photo for the tip: Stay in touch with useful content
TIP 10

Stay in touch with useful content

Sharing helpful ideas keeps you present until their needs change.

TRY THIS
Send a monthly tip.
Photo for the tip: Be patient and consistent
TIP 11

Be patient and consistent

Replacing a supplier takes time, so steady friendly contact wins over pressure.

TRY THIS
Plan your next three touches.
Photo for the tip: Be ready when something goes wrong
TIP 12

Be ready when something goes wrong

Problems with a supplier often create sudden openings, so be visible and helpful.

TRY THIS
Check in after news in their industry.

Easy things to say

When you are stuck, pick one of these. They work in many sales conversations.

RESPECT

“That is great, and I am glad you have someone reliable.”

ASK

“What do you like most about them?”

DIG

“Is there anything you wish were better?”

OFFER

“Many customers use us as a backup or for specific jobs.”

NEXT

“May I send a short comparison for the future?”

THANKS

“Thanks for being open with me.”

Your first week

One small action a day. Each day is only a little bigger than the last.

DAY 1
Write three replies
DAY 2
Practise aloud
DAY 3
Ask what they like about their supplier
DAY 4
Ask what they would change
DAY 5
Offer a low-risk trial
DAY 6
Stay in touch
DAY 7
Track results

Further reading

  • Fanatical Prospecting (Jeb Blount)
  • Cold Calling Techniques (Stephan Schiffman)
  • The Little Red Book of Selling (Jeffrey Gitomer)

The tips above are written in our own words and are general guidance. The books are suggestions for further reading.

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These lessons share general learning and everyday ideas. They are not medical or mental health advice. If you feel very anxious, low or unwell, please talk to a doctor or a qualified professional.

More lessons in “Make the First Contact Count”

Keep going. Small steps every day make a big change.

← Previous: Just Send Me InformationNext: Send Me an Email →

  1. Why Calls Still Beat Everything
  2. Your 20-Second Opening
  3. The Friendly Interrupt
  4. Open With a Reason, Not a Pitch
  5. Get Past the Gatekeeper Kindly
  6. Leave a Voicemail People Return
  7. What to Do When They Say "Not Interested"
  8. Subject Lines People Open
  9. The Three-Sentence Email
  10. Personalise in One Line
  11. Make One Clear Ask
  12. Follow-Up Emails That Do Not Annoy
  13. The Friendly Breakup Email
  14. Fix the Mistakes That Land You in Spam
  15. A LinkedIn Profile That Attracts Buyers
  16. Connect With a Note, Not a Pitch
  17. Comment Your Way Into a Conversation
  18. Share Posts That Show Expertise
  19. Slide Into Messages Politely
  20. Turn a Like Into a Call
  21. Social Selling in 15 Minutes a Day
  22. Walk Into a Business With Confidence
  23. Your 10-Second First Impression
  24. Handshakes, Smiles and Eye Contact
  25. Start a Chat at an Event
  26. Hand Out Cards the Natural Way
  27. Read the Room Before You Speak
  28. Leave Something Memorable Behind
  29. Ask for a Meeting Without Begging
  30. The 15-Minute Offer
  31. Propose Two Time Options
  32. Confirm Meetings So They Show Up
  33. Reduce No-Shows Politely
  34. Rescue a Stalled Conversation
  35. I Am Busy: What to Say
  36. Just Send Me Information
  37. We Already Have a Supplier
  38. Send Me an Email
  39. Call Me Next Quarter
  40. Stay Friendly and Stay in Touch
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