The “we already have a provider” objection: how to respond

Why the objection isn’t a no, how to tell real satisfaction from habit, four responses without a bad word about the competitor, and the moment when a comparison happens anyway.

It also sounds like this: “We already have a supplier for that.”, “We’ve already got someone for that.”, “We’re happy with our current partner.”

When the objection comes

One of the most common objections in cold calling, often in the first sentence. In a meeting it usually sounds like: “Why should we switch?”

What’s behind it

Genuine satisfaction.
How to tell: The person names specifically what works well and has no answer when asked what could be better.
Habit, not satisfaction.
How to tell: Asked “What would you change?”, they come up with something after a short pause.
A convenient exit.
How to tell: Comes before you have said what you offer.

How to respond

“Good, then you know the subject. What would you change about your current solution if you could?”
Acknowledges the decision and asks about the one point where you can come in.
“What works well there? An alternative should at least be able to do that too.”
You find out what you’ll be measured against, and the person doesn’t have to defend their choice.
“When is the contract next up for renewal?”
Contracts have terms. The point when they compare anyway is your date.
“Does the provider cover everything, or are there areas you handle differently?”
A single provider rarely covers everything. The gap is a way in that doesn’t require anyone to switch.

What not to say

Badmouthing the competitor.
The person chose them. Criticise the competitor and you criticise their decision.
“But we’re better.”
A claim with no link to the customer’s situation. Asking what they would change leads to a difference that counts for them.
Giving up straight away.
“We already have someone” describes today, not the next twelve months. It is almost always worth one question.

If the objection stays

If the customer really is satisfied, ask when the next review or contract renewal is due and agree to get in touch then. That is a meeting with a reason, not chasing.

Frequently asked questions

How do I respond to “we already have a supplier”?

Acknowledge the decision and ask about the one thing the customer would change. If they really are satisfied, ask when the next contract renewal is due.

Can I criticise the competitor in the conversation?

Better not. The customer chose them. Say how you differ, in relation to their case, and let them draw the comparison.

When is a second call to a satisfied customer worth it?

Before the next contract renewal, or when something changes on their side: new management, growth, a problem with their current provider. Ask in the first conversation when the renewal is due.

More objections

All objections at a glance, with two responses each →Objection handling techniques: from the clarifying question to pre-empting →