即使是你聽(tīng)到潛在客戶說(shuō) We already use Competitor [X]，你也仍有一線希望。

外貿(mào)業(yè)務(wù)員在與潛在客戶交談時(shí)，會(huì)經(jīng)常遇到關(guān)于競(jìng)爭(zhēng)對(duì)手的問(wèn)題，他們會(huì)說(shuō)一些類似于 We already work with Competitor [X] 或 We already have a supplier for that 的回答。

在這種情況下，很多業(yè)務(wù)員可能只會(huì)無(wú)奈地說(shuō)：OK, I see. 或者 Thank you for letting me know that. ?但是為了更加有效地回應(yīng)這個(gè)問(wèn)題或者為你爭(zhēng)取更多機(jī)會(huì)，你必須：

弄清楚你的潛在客戶是真的有供應(yīng)商，還是對(duì)你根本不感興趣

盡量讓他們?cè)趯?duì)話中保持足夠長(zhǎng)的時(shí)間，向他們展示與你合作的價(jià)值（即使他們已經(jīng)購(gòu)買了競(jìng)爭(zhēng)對(duì)手的解決方案）。

發(fā)現(xiàn)潛在客戶在其當(dāng)供應(yīng)商或合同的弱點(diǎn)。

完成這三個(gè)方面的工作是很有難度的，尤其是當(dāng)你在電話中，毫厘之間就失去了潛在客戶的注意力。

以下回復(fù)話術(shù)模板將幫助你有效地克服這類關(guān)于競(jìng)爭(zhēng)對(duì)手的問(wèn)題，以便你可以繼續(xù)進(jìn)行銷售。當(dāng)然，如果他們最終選擇了競(jìng)爭(zhēng)對(duì)手而不是你，你也可以優(yōu)雅和專業(yè)地回復(fù)他們。

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當(dāng)潛在客戶已經(jīng)與競(jìng)爭(zhēng)對(duì)手合作時(shí)的10種應(yīng)對(duì)方法

That’s good to hear — [competitor] is a great company. In fact, we share a lot of mutual customers. Companies that use both of our offerings often find that our product makes accomplishing [X goal] much easier, since it has [unique benefit #1] and [unique benefit #2].

這個(gè)回答可以讓你的產(chǎn)品與競(jìng)爭(zhēng)者區(qū)分開(kāi)來(lái)，又不至于潑臟水。另外，這也為下一次對(duì)話打開(kāi)了大門。

At this point, I’m not asking you to rip anything out. I’d just like the opportunity to show you how we’re different and how we’ve provided additional value to our customers. I can present some use cases of other companies like yours who work with us and with Competitor X. When is a good time to schedule a follow-up call?

這個(gè)回應(yīng)話術(shù)可以給你一個(gè)機(jī)會(huì)來(lái)證明你的產(chǎn)品有什么不同之處，并最終向潛在客戶展示他們?yōu)槭裁葱枰愕漠a(chǎn)品。

Got it. Can I ask what type of evaluation process you go through to be sure you’re getting the best service available?

在潛在客戶考慮更換供應(yīng)商之前，你需要在他們的腦海中埋下疑問(wèn)。他們可能從簽訂合同后就沒(méi)有想過(guò)自己為什么選擇了你的競(jìng)爭(zhēng)對(duì)手，這個(gè)問(wèn)題會(huì)讓他們懷疑這是否還是一個(gè)正確的選擇。

Have they ever let you down?

你可以用這個(gè)問(wèn)題來(lái)挑戰(zhàn)潛在客戶目前所面臨的現(xiàn)狀。如果潛在客戶說(shuō)Yes，就追問(wèn) How did that impact your business? 最后，問(wèn)供應(yīng)商做了什么（如果有的話）來(lái)彌補(bǔ)這個(gè)問(wèn)題，并防止它再次發(fā)生。

一旦你了解更多關(guān)于這方面的信息，你就可以問(wèn)他們是否愿意與一個(gè)更可靠的供應(yīng)商合作。

That’s great. What do you like best about working with [competition]?

讓潛在客戶想想他們喜歡你競(jìng)爭(zhēng)對(duì)手的原因，可能乍看起來(lái)是一個(gè)壞主意。但這個(gè)問(wèn)題實(shí)際上可以促使?jié)撛诳蛻艚忉屗麄儾幌矚g供應(yīng)商的原因。

這里有個(gè)訣竅，就是你必須要有耐心。無(wú)論他們?cè)诨卮饡r(shí)說(shuō)什么，都要等待7到10秒，因?yàn)槌聊瑫?huì)讓人變得很不舒服，這時(shí)潛在客戶往往會(huì)提出負(fù)面的評(píng)論或擔(dān)憂。

I’m glad you’re [dealing with X challenge, recognize the importance of doing Y]. How’s it going?

這個(gè)答案的第一部分先肯定了潛在客戶，而第二部分則讓他們敞開(kāi)心扉。一旦他們開(kāi)始談?wù)撟约旱那闆r，你就可以弄清楚他們對(duì)當(dāng)前供應(yīng)商的滿意程度。哪些方面運(yùn)作良好？哪些地方不好？特別要注意那些可以用你的產(chǎn)品來(lái)解決的抱怨。

另外也可以試試：Oh, I’m familiar with [competition] — we actually used them at my old job. Right now, I’m not trying to convince you to go with us instead. I think it makes sense to explore your situation first and see if [product] is even a good fit.

當(dāng)你提到你是前用戶的時(shí)候，這會(huì)讓你立即獲得可信度。此外，許多潛在客戶對(duì)這種平靜、友好的方式反應(yīng)都很良好。

That’s great. I’m wondering, however, if you’re still struggling to overcome [X challenge]. I ask because I saw you [posted something along those lines on LinkedIn, tweeted about it, downloaded one of our ebooks on that, etc.] I actually have a couple suggestions for you related to that challenge — would it make sense to schedule a call to discuss them?

當(dāng)然，并不是每個(gè)買家都會(huì)通過(guò)負(fù)面評(píng)論或批評(píng)性的社交媒體帖子來(lái)宣傳對(duì)當(dāng)前供應(yīng)商的不滿。但如果你在聯(lián)系之前花時(shí)間研究并分析潛在客戶的在線行為，你可能會(huì)有一些察覺(jué)。

原文鏈接:?https://hongbanzhuan.com/competitor-objection-responses/?轉(zhuǎn)載請(qǐng)務(wù)必加上這個(gè)鏈接！