There is always a way to the sale.
When your prospect says “We’ve used someone else before,” don’t panic. This moment isn’t a barrier—it’s an invitation. There’s always a way. Explore. “What worked well—and what didn’t?” There’s your door in.
Virgin territory is a myth in selling. Most prospects have a history, a past provider, or a previous experience that shapes their view. Acquiescing to, “We’ve used someone else before,” will see you quickly frustrated. Both by the market and your manager. “Kageche, you can’t keep on populating your report with, “They said they already have someone they are using.”
The 3 faces of the “We have an existing provider”
This defence can manifest itself in different ways. It could be a ‘’historical injustice’: “I don’t want to see you here. You people lied to me.” Or, a genuine concern: “We’ve used someone else before.” It can also be an objection clothed in the same wording. Whatever shape it comes in, know there’s always a way in. But your response will determine whether the conversation ends or evolves into a partnership.
There are three ways this can be handled and your approach makes all the difference.
1. The historical injustice: even when trust is broken there is always a way
If it is a historical injustice, own and resolve it first before moving on. You’re unlikely to succeed if you don’t. Here’s what you can do. If it is a genuine concern. Explore as in the opening. Again, shelf pithing until you have fully understood what went wrong. And if it’s an objection, depending on how it’s levelled respond accordingly. Take Francis, who addressed a historical injustice as an objection.
The CEO thundered, “You! I said I don’t want to see anyone from your bank again. Your colleague lied to me.”
Francis (calm and assertive): “Yes. I’m aware Sir. What would you hae done if he was working for you?”
CEO: “I would have fired them!”
Francis: “And that’s exactly what happened and I was hired. Now, looking at the proposal we had sent…”
2. The genuine concern: a measured evaluation because there is always a way to the sale
Alternatively, if it’s you that goofed, “I’m sorry. We blundered. I blundered. Yet, to err is human and we have learnt from our mistakes.. So, we ask that you judge us not by the mistakes we make but how we handle them. And the only way to find out is to give us a second chance. Is this in order?”
3. Debunking the myth of the “saturated” market
There’s always a way even when a colleague says, “That market is saturated.” Meaning, “There’s no one else to sell to.” This is common feedback from salespeople in response to, “You stopped going to KQ (or such other large market). What happened? I don’t see accounts from there anymore.”
If you have just joined that salesforce or are eyeing a KQ, explore before agreeing. A salesperson that sells for a bank did that. He explains.
“KQ had (possibly still has) 3,000 employees, almost all who were potential customers for the innovative account we were selling. How could one person have sold to 3,000 employees. When I went there on the referral had led me there, I was proved right. Not only were they 3000, they recruited and trained 60 air hostesses every quarter, all fresh graduated none which had a bank account. Long story short, the ‘saturated’ market became my dominant one and within the first year I had closed 400 new accounts. Oh, and in case you are wondering, the salesperson that talked of saturation was running away from the inevitable barbs that come with all the 3000 bouquets. Customers told me that. Personally, I took the customer frustrations and complaints in stride.”
Playing the long game: when “no” means “not right now”
Here’s another point of entry. “I continued intermittently troubleshooting their website even after they went “in another direction” as their email ending our 6 year relationship ended. Come end of year 7 they came back. Turns out the price reduction they had been promised was not worth the pathetic (their words) service it came with. I upped my fee but they still signed the dotted line.
The “small fish” advantage: reframing your size
Even when you are a small fish, there’s always a way. “You are a small bank and you cannot handle our banking needs as a large manufacturer.”
Instead of populating the sales report with, ‘They said we are too small’ or ‘the market is saturated’, try this instead. “You’re right, we are more focused. That often allows us to be more agile and offer tailored service where larger institutions can’t. For instance, we can explore facilities that match your actual cash flow needs with less rigid security requirements, potentially improving your working capital. Could we examine just one aspect to see if our approach brings value?”
The unshakeable sales truth. There’s always a way
The common thread in overcoming these objections is a fundamental mindset: There is always a way. It requires empathy to resolve past hurts, curiosity to uncover real needs, creativity to see beyond “saturation,” and the confidence to reframe your perceived limitations.
There is always a way.
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