Concerns related to source can be especially challenging when the prospect is a strategic alliance buyer. The buyer may already have well-established partnerships with other companies. If the prospect feels genuine loyalty to its current supplier, you will have to work harder to establish a relationship and begin the need discovery process.

When dealing with the loyalty problem, it is usually best to avoid direct criticism of the competing firm. Negative comments are apt to backfire because they damage your professional image. It is best to keep the sales presentation focused on the customer’s problems and your solutions.

There are positive ways to cope with the loyalty objection. Some suggestions follow:

1. Work harder to identify problems your company can solve with its products or services. With the help of good questions, you may be able to understand the prospect’s problems better than your competitors.

2. Point out the superior benefits of your product and your company. By doing this, you hope the logic of your presentation can overcome the emotional ties that may exist between the prospect and the present supplier.

3. Work on recruiting internal champions to build more support for your message. Use referrals whenever possible.29

4. Try to stay visible and connected. Every contact with the prospect is one more step in building a relationship. Anthony Tringale, owner of Insurance Consulting Group in Fairfax, Virginia, says that he is involved with many potential clients in social and charitable events.30