Here is the scene: You, great salesperson that you are, are challenged by your boss to break into an account who is very loyal to your competition. How do you sell against the entrenched competition?
Typical Buying Modes
For this blog let’s keep it to three modes most common to situations with entrenched competition: recurring purchases, straight rebuy and modified rebuy. Recurring purchases are for products or services bought regularly. Examples are raw materials, office supplies or freight hauling. Buyers repeat these purchases with the current vendor. Some times these purchases happen automatically as inventory levels are reduced. Or on a particular predetermined schedule. There may be a periodic review but the entrenched competition has the upper hand. Straight rebuys are purchases of the same product or service made when needed. A new truck for the service department or sales training. Modified rebuys are similar to previous purchases but have some variation. Buying new computers to support a new software or media advertising in a new market….