Q. How do I break into an extremely difficult competitive account?A. In order to break into a competitive account, you'll need to build some relationships in the account and they will need to recognize the benefits of doing business with you versus the competition.
The first step is to have an audience which is "open" to hearing your story. By open we mean, not only do they agree to hear what you have to say, they are actually interesting in objectively evaluating your advantages versus the competition. In order to do this in an account which the competition is selling and servicing correctly, you have to earn the right to compete by putting in the necessary work. Necessary work refers to building relationships and credibility in you, your company, and your product. You do this through consistent, but not overwhelming contact, by doing what you say you will do, when you say you will do it, and by making a consistent effort to build personal relationships while introducing the benefits that you, your company, and your product provide. Stay abreast of upcoming projects and ask to provide a competitive quote "just to keep the other guys honest."
When you get an opportunity to quote, sharpen your pencil and focus on the exclusives that you, your company, and product have that the competition does not with regard to what's important to the prospect. Look at other companies that use you versus the competition and ones that have switched to you versus the competition. Are some of them, or were some of them, in the same situation as the current prospect? Why did they choose you in that situation? Finally, pull out the dog and pony show, tailor it to the prospect's situation (needs and desires) and leave no stone unturned.
Your best shot at getting into a competitive account is to have many solid relationships within the account and to get them to see the value in the benefits of you, your company, and your product or service.
