The January 2014 Tip, entitled Net it Out, dealt with one of the most challenging situations in selling - trying to unseat an entrenched, incumbent supplier. We reviewed some of the challenges (fighting inertia, status quo and switching costs) and some of the things we need to do in order to position ourselves to win (our research about their business, needs and direction). We ended by considering the challenge of answering this question as posed by a senior level decision maker:

"Why should I switch?"

Now let's turn this situation around. What if you are the incumbent supplier and your position is being challenged? What if a senior executive asked you this question?

"Why should I stay?"

Imagine a scenario where a hungry, hard-working and capable competitor is trying to take away one of your best customers. Maybe they are doing some of the things you did to win the business in the first place. Have you done the things you need to do to protect your position, such as...?


Continuing to do your research
Broadening your base of coaches
Strengthening your relationship with decision makers
Getting credit for the value you are bringing to the customer
Proactively delivering innovative recommendations to extend your impact


If so, you are probably ready to answer the above question. Keep in mind that your answer needs to be clear and compelling. It should reflect on what you've accomplished in working together, but should also paint a picture of the results that lie ahead.

Of course, it's best to be sharing this perspective before the customer ever asks you the question, "Why should I stay?" After all, the best defense is a great offense!