Clients like these have the idea that they’ve tested all the products in the market and they’ve got the one that works best for them. They might have thoughts like the following:

  • We are getting the best we can for the price
  • All the products are about the same
  • We have a couple of problems with service but doesn’t everyone?

These customers present the highest potential opportunity for you at selling. They present to you with an apathetic attitude, to which all you have to do, is demonstrate that there is something better. (And show them how much pain they’ll experience if they don’t change, the motivator!)

Find out as much about their current situation. This kind of customer knows they have some problems, and is open to discussion about them. He is simply closed to solutions because he doesn’t think there are any.

Unfortunately, because they think there are no solutions, they also think they’ve seen it all. This is the typical “Know it all” customer. Or “The ball breaker” as is sometimes called.

Let me be clear, these are the customers I most often sell products to. It takes product knowledge and tactical communication to demonstrate to these people that you are on their side (with all the information) and you’re prepared to share it with them (In return for sale of course.)

What’s the best approach?

“I’d like to know you’re opinion on new product advancements and solutions in [your product area]”

That’s it. They know it all anyway, so you ask them for help. You’ll be let right in the door, and you’ve even set the topic of discussion – your product!

Now all you have to do is sell him on the idea that there are new solutions. Let him know that you are the messenger bringing the new info personally. These are groundbreaking new ideas to help them save time and money, and you’re the first to find out!

If you’ve already got a customer base, and this client has purchased before, make sure they know you’ve put them on the top of the list with this new rollout.

Lastly, if the client is blocking the sales decision, or is not open to the idea, evaluate your time and estimated return. You may be better off talking to a more receptive audience.


“Motivation is the art of getting people to do what you want them to do because they want to do it.”                                                                          Dwight D. Eisenhower