Issue link: http://psai.uberflip.com/i/1177164
W EEKLY EDITION OCTOBER 16, 2019 Ca ll in g o n Co mp e tit o rs' Cu sto me rs: A Ho t Ide a t h at Le a ve s S o me Co l d By Karleen Kos, PSAI Executive Director Example 1: "I understand you've been using XYZ company for a while now. Here are some things to consider about switching to ABC company. Our equip ment is newer than XYZ. They have not invested in new routing technology as we have. So we can provide better equipment and service for a similar cost. We also have a 24/7 call center, so you can get assistance at any time. XYZ can't offer you that." Example 2: "Thanks for letting me know that ABC company pitched to you. It is true they have some newer equipment and use a routing system that is a little more advanced than ours. On the other hand, it is only fair that I tell you we have had some other c ustomers leave us for ABC, only to call back after a few months because ABC raised their prices and their service didn't meet expectations. Here is my personal cell number. If you call it, you'll get me – not an answering service." Focus on providing cus tomers with facts, and you'll be better able to give a fair assessment of why they should choose you over a competitor. If the facts aren't enough, you have a bigger business problem to solve than how to talk to this one customer. It's also important to r emember that customers can sense insecurity about your product or competitive position. A refusal to acknowledge that a competitor's product/service is any good, or that they can do well any of the things that your company can do, will likely backfire. The customer will suspect you are exaggerating at best and aren't being completely truthful at worst. That will make them wonder what else you aren't being truthful about. P AGE 20 CONTINUED ON PAGE 2 1