Wednesday, March 4, 2009

How to Succeed as Number Two

When things are bad, sometimes the only thing you can do is try to look at the situation differently. This has helped me at many points in my life, and sales trainer Kelley Robertson has the same idea. Take his advice for when you're in the number two vendor position - it could move you to number one!

Many salespeople (and companies) feel that it is critical to be the main supplier of a product or service; that being the number two vendor is not acceptable. Here's a slightly different perspective:

What if you are the second preferred supplier?

Does that not give you a golden opportunity to demonstrate your strengths and be ready to pounce when your competitor drops the ball or makes a mistake?

Many suppliers take their customer for granted. As a result, they lose focus and direct more of their attention to new prospects. As the number two supplier, you can take advantage of this.

Demonstrate how you can be of value, before you get the first order. Send your prospect valuable information that will help her in her business. Information about market trends, how to improve something in her business, ideas on becoming more competitive. Think outside the norm. Get creative. Be different. Send this information as email, snail mail, postcards, white papers, articles, etc.

Eventually, your prospect will notice how much you're doing and how little your competitor is doing so you may get a small order to start. Ace that order and you are now in position to unseat your competitor.

As President of The Robertson Training Group, Kelley has helped thousands of professionals improve their business results with his engaging approach to sales training and speaking. Learn more at www.robertsontraininggroup.com

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