Part of searching for new customers is occasionally encountering those who hold you at arm's length because of their loyalty to their current suppliers. Inevitably, they will tell you stories about how their current vendors have gone the extra mile for them. Our instinct, when attempting to get business, is to be defensive and try to overcome that loyalty. That's exactly the wrong thing to do. It only alienates prospects and makes it unlikely that you will ever get their business. There is a better way to approach the situation.
ACTION ITEM
Value loyalty, and tell your prospects you do. Then keep right on pitching. At some point, their needs will change or their current suppliers will fail them. You want to be there for them when that happens.
When people describe their loyalty, first compliment them. If you really think about it, loyalty is a good character trait. Wouldn't you like all of your customers to be so loyal that they throw all your competition out the door? Second, acknowledge that loyalty is a rare commodity that is all too often missing in business today. At least that's the commonly held perception, although I believe there are more loyal people out there than we recognize.
TAKEAWAY
Remember, loyalty comes from customer
delight. Make sure you are ready to catch
prospects when they fall, and you'll have
new customers who are loyal to you.