This blog is written to help salespeople handle situations where the potential customer is already working with another vendor, but they still want to close the deal. New business owners can use this to train their teams to confidently pitch against the competition and win.
Table of Contents
Introduction
A friend of mine sells software to clinics. Great product, solid pricing, helpful team. But every few days, he’d call me, sounding frustrated. He kept hearing the same thing from prospects: “We already have someone.” And every time, he’d just say “okay, no problem” and move on.
One day, he said, “Bro, what do I even say to that? I don’t want to sound desperate or disrespectful. But I’m losing deals I know I can win.”
I asked him, “What if they’re only sticking to the current vendor out of habit? Not because they’re thrilled. Just because switching sounds like work?” That’s when it clicked for him. He didn’t need to attack the existing vendor. He just needed to show why switching was worth it.
So I gave him a new way to handle that objection. No drama. No pressure. Just a simple shift in the conversation that made the buyer rethink what they were settling for. And in the next few weeks, he closed 13 clients who were already working with someone else.
That’s when I knew that most people are losing deals not because they’re bad at selling, but because they freeze when they hear “we already have someone.” They treat it like a dead end when it’s not.
So I wrote this step-by-step blog to show you exactly how to sell even when there’s a vendor already in the picture. No pushiness. No cheap tactics. Just real conversations that flip the frame and give you a fair shot at the deal.
But before I explain that to you, you need to also understand what really goes inside the head of the prospect when they say that they are already working with someone else, because that is how you can understand how to tackle that objection.
What are they really saying when they say “We already have someone”?
A while back, I was helping a client who sold logistics solutions to manufacturing companies. He had a strong pitch, a proven product, and a great follow-up system.
But still, he kept hitting a wall with one particular objection, which was, “We already have someone who handles this.”
No matter how well the call was going, the moment the buyer said that line, it was like a door slammed shut. He’d go quiet, say something polite, and end the conversation. Later, he told me, “I just don’t want to sound like I’m begging or trying to poach. It feels wrong.”
And that’s the trap most salespeople fall into. They hear “we already have someone” and take it as a final no. But it’s not. It’s just a surface-level excuse masking deeper fears that the buyer doesn’t know how to express.
Because in most cases, the buyer isn’t thrilled with their current vendor. They’re just used to them. They’ve built a routine. And switching feels risky. So when they throw that line at you, here’s what’s actually going on under the surface:
- They’re worried that switching will create chaos. New onboarding, new setup, new communication styles, all of that feels like a hassle. Even if they’re not happy, they’d rather tolerate the pain they know than risk the mess they don’t.
- They fear losing control of the situation. Right now, things are predictable. But if they change vendors and something breaks, they’re the ones who get blamed. It’s not about your offer being bad, but it’s about their need to feel safe.
- They feel emotionally attached to the existing vendor. Maybe the vendor helped them during a crisis or has built a relationship over time. That emotional debt makes them hesitate, even if logically they know it’s time to move on.
- They don’t want to start from zero. The thought of explaining everything again, training a new team, and realigning expectations makes them tired before they even begin. It’s mental fatigue, and it keeps them stuck.
- They assume you’ll say the same things every vendor says. So they pre-emptively block the conversation by saying, “We already have someone.” It’s not even about you, as it’s just a defense mechanism against another generic pitch.
None of these reasons is permanent. They’re just emotional speed bumps. And the moment you stop seeing that line as a wall and start seeing it as a sign that the buyer needs more clarity, confidence, and safety, you become the one person they’re willing to hear out.
Because now, when they say “we already have someone,” you won’t shut down. You’ll know how to step in. You’ll know how to shift the frame, lower the fear, and make the switch feel like the smarter, safer choice. And that’s exactly what the next steps will show you how to do. Let’s break it down.
A step-by-step method to sell when the buyer already has a vendor
Alright, so before we jump into what to say and how to say it, you need to understand this one thing first that your goal is not to convince someone to dump their current vendor with aggressive tactics or desperate offers. That’s a losing game.
Your goal is to guide the conversation in a way that makes the buyer reflect, question their current setup, and feel that switching to you is the smarter move. No pressure. No pushiness. Just clarity and confidence.
So what we’re building here is not a script you copy-paste. It’s a simple, flexible method you can use in any conversation to stay calm, handle the objection naturally, and lead the buyer toward a better choice, which is you.
Let’s break it down, starting with the first move, which is to first acknowledge that they are working with someone else instead of arguing or putting others down.
Step 1: Acknowledge, don’t argue
Before you even think about how to tackle that objection, you need to first make them feel acknowledged. Because the moment you start saying why you are better, or you start offering discounts, they will feel that you are pushy and salesy.
Instead of instantly being defensive, you need to understand that when a prospect says that they already have a vendor, it’s not a rejection from them but just hesitation.
At that time, they are already comfortable with their current vendor, so they are just trying to protect what’s familiar to them. So if you immediately push them, they will start giving reasons why their current vendor is better and strengthen that resistance.
So, in the first step, your goal is simply to lower their guard by showing them you are not there to attack their choice. For that, you need to be professional and acknowledge the fact that they already have someone else.
So, simply say something like, “Totally understand. Most of my best clients were already working with someone when we first met.” You can tweak this sentence according to your business.
This one sentence will do the heavy lifting and tell the buyer that you are not here to argue, but you respect their decisions. It makes them feel that the conversation is safe to continue, and that’s what opens them up to talking more.
See, the first impression in this situation will decide if the buyer will listen to you with an open heart or shut down. So when you acknowledge their current situation without any judgment, you immediately achieve that goal.
And now, when their guard is down and they are open to listening, you can move forward and try to uncover what problem they face in their current setup by asking them, what I call a golden question.
Step 2: Ask the golden question
Now that their guard is down and they feel safe talking to you, your next move is not to pitch, but to get them to reflect on what’s not working in their current setup. But you can’t ask that directly.
Because the moment you say, “What’s wrong with your current vendor?”, they’ll go back into defense mode. They’ll either say “nothing” or start justifying their choice. And once that happens, you’ve lost the flow.
So instead of making it sound like you’re digging for problems, your goal here is to make them think about what could be better, without feeling like they’re complaining or being disloyal.
You do that by just saying, “Just out of curiosity… if you could wave a magic wand and improve anything about how that’s working right now, what would it be?” This is what I call the golden question.
It doesn’t sound salesy. It doesn’t corner them. It just opens up a space where they can talk freely. And the moment they answer, you get what you need, that is real insight into what they wish was better.
You can use this same question in any business, whether you sell a product, a service, a tool, or even coaching. Just make sure you ask it casually, once they already feel safe talking to you. Don’t sound too formal. Keep it light and curious.
Because most people who say “we’re happy with our current setup” aren’t lying. They’re just used to it. They haven’t thought about how it could be better. But once you ask this, they do think about it. And once they say it out loud, they can’t unsee it.
That’s your cue to move to the next step, where you get deeper into their pain in an attempt to understand their problem deeply and also make them realise it for themselves.
Step 3: Dig deeper into the pain
Now that they’ve told you what they’d like to improve, don’t jump in and start pitching right away. This is where most people mess up. They hear even a small gap and immediately say, “That’s exactly what we do!” and start rattling off features.
But the buyer isn’t ready yet. They’ve only opened the door slightly. If you rush in, they’ll shut it again. Your job in this step is to step in slowly and make them feel the gap more clearly.
Because the more they talk about what’s not working, the more real that problem becomes in their own mind. And when it feels real, it feels urgent. That’s when they start looking for a fix.
This is where you stop acting like a salesperson and start acting like a problem solver. You’re not here to convince. You’re here to understand. That’s what builds trust.
So, ask something like, “How long has that been a challenge for you?” Then follow up with, “What kind of impact is that having on your team or results?” And then, “How are you currently working around it?”
These are not fancy or complicated questions. But they work because they get the buyer to think deeper. And when they describe the cost of the problem, you don’t have to convince them it’s worth fixing, as they already believe it.
If you’re selling software, services, coaching, anything, just match your follow-up to what they said earlier. For example: If they said “reporting takes too long,” ask what delays that creates.
This step matters because this is where the problem starts to carry emotional weight. Now it’s not just something that “could be better,” but it’s something that’s slowing them down, costing them money, or making life harder.
And when that becomes clear, your offer won’t feel like a pitch. It’ll feel like a fix. Now that they’re fully aware of the problem and starting to feel it, this is the perfect time to show them a contrast on how you help. Let’s go there next.
Step 4: Introduce contrast without criticism
Now that they’ve admitted what’s not working and talked through how it’s affecting them, their mindset has already shifted a little. They’re no longer blindly loyal to their current setup. But they’re still not fully ready to switch. They’re wondering if it’s worth the hassle.
This is where your next move matters. Your job now is to show them that there is a better way, without saying it directly, and definitely without putting down their current vendor.
Because the moment you start comparing or criticizing, they’ll feel like you’re attacking their decision. And that puts their guard right back up.
Say something like, “Got it. Here’s how we’ve handled that exact issue with others in your industry…” Then share how you solve it. Keep it clear and outcome-focused.
For example: If they said reporting takes too long, talk about how you helped another client cut reporting time in half without needing extra staff. Don’t go into technical features unless they ask. Just show them that the result they want is possible and that you’ve already delivered it.
If you don’t have a perfect case study, that’s fine. Just explain your approach in a way that connects directly to the gap they just shared. It needs to feel relevant, real, and easy to picture.
This step is important because people don’t leave a vendor just because someone else says they’re better. They leave when they start thinking, “Maybe I’m missing out.” And when you show them what’s possible, without making them feel wrong, they start thinking exactly that.
Now they’re not comparing you to their current vendor emotionally. They’re comparing based on results. And that’s a comparison you’ll win every time. Next, we’ll make sure switching feels easy. Let’s do that.
Step 5: Make the switch low-risk
At this point, they’ve seen the gap. They’ve talked about it. They’ve heard how you’ve solved it for others. And deep down, they’re interested. But there’s still one thing holding them back, which is the fear of switching.
Because in their mind, switching doesn’t just mean trying someone new. It means breaking routines, retraining their team, and taking a risk that might backfire. And even if they like what they’re hearing, that fear can still stop them from saying yes.
So your job here is simply to take that fear off the table. Don’t ask them to make a big leap. Just invite them to take a small step. Make it feel like a test, not a commitment.
Say something like, “No need to move everything right away. What if we just start with X and prove ourselves first?”
This one line changes everything. It tells them they don’t have to choose between you and their current setup. They can try you without breaking anything. No drama. No pressure. Just proof.
Now, what “X” looks like will depend on what you sell. If you run ads, offer a small campaign. If you sell software, offer a limited rollout or a trial. If you sell services, offer a single deliverable, or a short project. Keep it small, fast, and easy to say yes to. That’s the key.
Because the biggest thing stopping most buyers isn’t doubt in your ability, but it’s the comfort they’ve built with what they already have. If you try to break that comfort too soon, they’ll pull back. But if you give them a way to test you without changing everything, they’ll lean in.
And once they see results, switching won’t feel like a risk anymore. It’ll feel like the obvious next move. Now there’s one thing left: what if they still hesitate because of loyalty or emotions? Let’s close that next.
Step 6: Use social proof strategically
Even after doing everything right, like acknowledging, digging deep, showing contrast, and lowering the risk, some buyers will still pause. Not because they don’t like what they see. But because they’re wondering, “Has this actually worked for someone like me?”
That’s where you bring social proof, but not the loud kind. No showing off logos, dumping testimonials, or saying, “We’ve worked with big names.” That feels like a pitch. What works better is a calm story. Something real. Something that sounds like their exact situation.
Because when they hear about someone who was in the same spot and got results, they naturally start thinking, “Maybe this could work for me too.” How to do it? Say something like,
“Funny enough, Company Y said the same thing when we first spoke. They were already working with someone and didn’t want to switch. So we just started with one small piece. Three months later, they moved everything over.”
This one story does three things at once. It makes the buyer feel normal for hesitating. It shows that a small test with you actually led to real results. And it quietly reminds them that others who were “already working with someone” didn’t stay there for long either.
If you’re in any business, whether services, tools, or coaching, just use a real story where a client started small, saw results, and then expanded. Keep it relevant to what your current buyer is facing. No fluff. No big drama. Just a simple story with a clear outcome.
This matters because when they hear a story that feels familiar, the deal stops feeling risky. It starts feeling obvious. You’re not asking them to believe in a theory. You’re showing them something that already worked
Step 7: Get the micro-commitment
By now, you’ve done all the heavy lifting. You’ve handled the objection. You’ve made them feel heard. You’ve shown a better way. You’ve backed it up with real proof. But this is where most people go too fast and kill the momentum. They ask for the big yes.
And the buyer, even if they were warming up, suddenly goes cold. Not because they’re not interested but because it feels too soon, too final. So they say, “Let me think about it,” and the deal drags. That’s not how real deals close.
Real deals move forward step by step. Not one big yes but a series of small ones. So instead of going for the close, your goal here is to keep the conversation moving. Say something like,
“Would it make sense to do a quick 20-minute call next week where I can show you a rough plan based on what we discussed?”
You’re not asking them to switch vendors. You’re not asking them to commit to anything big. You’re just asking them to take one small, easy step forward. That’s what keeps momentum alive.
For your business, think about what that next small step looks like. It could be a review call, a quick audit, a sample plan, or a demo. Whatever it is, make sure it feels useful, low-effort, and natural. Not pushy. Not final.
Because buyers don’t make big switches in one go. They need to ease into it. And when you guide them with confidence but without pressure, they feel safe continuing. They don’t feel sold. They feel led.
And once they take that one small step, the next one feels even easier. That’s how you turn “we already have someone” into “we want to work with you.”
Step 8: Follow up like a pro
You had a great conversation. They opened up. You showed them the gap. You got them to agree on a small next step. But don’t relax now because this is where most deals quietly fall apart.
Because even the best sales call fades fast. The buyer gets busy. Priorities shift. And that excitement you built? It gets buried under emails, meetings, and deadlines. So your job now is to keep the spark alive.
Not by sending a boring “just checking in” message. Not by repeating your pitch. But by sending a short, sharp follow-up that reminds them exactly why this matters and proves that you were actually listening.
This is how you show you’re not just another salesperson. You’re the one who gets it. Send a message like:
“Really enjoyed our chat today. From what you shared, it sounds like the current process is creating delays around reporting, and you’d love a smoother system without adding to your team’s workload. I’ve got a few ideas that could help fix this fast. Looking forward to showing you a rough plan on Thursday’s call.”
This matters because following up isn’t just about staying in touch. It’s about reinforcing trust. And when a buyer sees that you understand them better than anyone else, they don’t feel sold. They feel seen.
That’s how you stay on their radar. That’s how you keep the deal moving. And that’s how you turn a hesitant maybe into a confident yes.
Step 9: Keep showing up with value
Not every deal closes on the spot. Sometimes the buyer is interested, but the timing’s not right. Maybe they need internal approvals. Maybe other priorities came up. And this is where most salespeople disappear.
Either they go quiet, or worse, they keep sending “just following up” messages that get ignored. That’s not how you do it. If the deal didn’t close immediately, your job is not to chase.
Your job is to stay in their world. Stay in their inbox. Stay in their head. But in a way that feels helpful, not needy. Because when you keep showing up with value, you become the person they remember when the time is right. And that’s often the move that wins the deal.
So over the next few weeks, send them something small, relevant, and useful, something that connects directly to the pain they mentioned earlier. For example, you can say,
“Just came across this case study and thought of you… These guys were facing the same [insert pain], and it might spark a few ideas.”
You’re not pitching. You’re not asking for anything. You’re just showing them that you get it, and you’re still here when they’re ready.
If you sell anything, services, software, or coaching, just match the follow-up to what they said earlier. Keep it light, personal, and spaced out. One message every 1–2 weeks is more than enough to stay relevant without being a pest.
Because when they’re finally ready to move, they won’t go hunting through old emails or reviewing five options. They’ll go with the one who kept showing up, not with pressure, but with value. That’s how you become the obvious choice.
Step 10: When the crack appears, be ready
This is the moment you’ve been working toward. You followed up right. You stayed consistent. You kept showing up with value. And now, finally, the buyer lets something slip. It might be subtle:
“Actually, there’s been a bit of a delay in delivery lately.” Or, “Our current vendor dropped the ball on a few things last month.”
It won’t sound like a big complaint. It’ll sound like they’re just venting. But don’t miss it. Because this is your opening. This is when they stop defending their current setup and start questioning it. And what you do next decides everything.
Most salespeople jump in with, “That’s why we’re better,” and kill the mood. Your job here is to stay calm. No excitement. No pressure. Just step in with clarity. Say something like, “Let me show you exactly what we’d do differently. If it makes sense, great. If not, no harm done.”
This one line is powerful because it doesn’t attack. It doesn’t say “I told you so.” It simply shows that you’ve been ready, and now that they’ve opened the door, you’re giving them a clear, safe next step.
If you’re in any business, just be ready with a sharp, outcome-driven response. Not a list of features. Not a long pitch. Just a clear explanation of how your way handles that exact issue better, faster, smoother, or more reliably.
Because when they show you the crack, they’re watching how you respond. And if you stay calm, helpful, and direct, they start seeing you as the safe switch. You’re no longer the backup option. You’re the one they were hoping would step up.
Conclusion
Most salespeople hear “we already have someone” and walk away. They assume the deal is dead. But now you know better. That line isn’t a rejection, but it’s a hesitation. And you’ve just learned exactly how to handle it.
You don’t need to argue, push, or play games. You just need to guide the conversation the right way, step by step, so the buyer feels safe enough to question what they’re settling for and seriously consider switching to you.
So from now on, stop freezing when you hear that objection. You’ve got the full playbook from lowering their guard to showing real contrast, to handling the final hesitation with confidence and calm.
Now it’s your turn. Go back through these steps, note down your own lines, and run this in your next conversation where the buyer says they already have someone. You’ll see how quickly the energy shifts and how fast the deal starts moving.
Frequently asked questions (FAQs)
- What if they’re genuinely happy with their current vendor and have no complaints at all?
That can happen, but it’s rare. Most buyers won’t admit pain until they feel safe. So even if they say everything’s perfect, it doesn’t mean there’s no room for improvement; it just means they’re not ready to talk about it yet. Your job isn’t to pry. Just stay calm, ask thoughtful questions, and gently help them reflect. Often, what starts as “we’re happy” turns into “well, if I could improve one thing…” once they trust you.
- What if they say they’re locked into a long-term contract?
That’s okay. You’re not trying to replace everything today. Ask when the contract is up, then shift the conversation toward staying in touch or running something small on the side that won’t interfere with the current deal. The goal is to start the relationship now, so when that contract ends, you’re the obvious next step, not someone they forgot.
- What if I’ve already blown it by reacting badly to “we already have someone”?
It happens, but it’s not game over. The best thing to do is own it. Send a follow-up message saying something like, “Hey, I realized I might’ve jumped in too fast earlier. Totally understand you’re working with someone. If anything ever changes or you just want to explore ideas, I’d love to help.” That kind of self-awareness rebuilds trust fast and leaves the door open for future conversations.
- Isn’t this just too much effort for someone who might not even switch?
It can feel that way if you’re chasing every lead. But the point of this system is not to chase, but it’s to qualify smartly. When someone is working with a vendor but open to talking, that’s already a sign they’re not 100% locked in. And when you follow this process, you’re not wasting time. You’re building deals that other salespeople never even get a chance to see through.
- How often should I follow up if they’re not responding after the first conversation?
Every 7 to 10 days is a safe zone. If they haven’t said no, then silence isn’t rejection, but it’s just noise in their world. Your job is to stay relevant without being pushy. Share something useful, ask a thoughtful question, or drop a quick check-in that connects back to their pain point. Don’t follow up just to follow up. Follow up with a reason. That’s what keeps the door open.
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