1
00:00:06,301 --> 00:00:09,460
A low-cost competitor has really
gotten my customer’s attention.

2
00:00:09,484 --> 00:00:13,508
To keep my customer’s business, they want us to
cut our price without changing our service level.

3
00:00:13,533 --> 00:00:16,273
There’s no way this competitor
can do it at that price.

4
00:00:16,297 --> 00:00:20,795
Cutting our price isn’t an option and I don’t
want to lose this customer. Any ideas?

5
00:00:23,961 --> 00:00:27,347
Customers are typically “risk adverse”;

6
00:00:27,371 --> 00:00:32,986
they’re willing to make a change if the
perceived benefit far outweighs any risk.

7
00:00:33,089 --> 00:00:37,884
Your job is to show that the
risk involved in making a change

8
00:00:37,908 --> 00:00:41,782
is much greater than any benefit
the competitor has promised.

9
00:00:41,972 --> 00:00:46,599
All you need to do is present one
case history, just one horror story

10
00:00:46,631 --> 00:00:50,717
of when this particular competitor
made promises they didn’t keep

11
00:00:50,741 --> 00:00:53,952
without mentioning the competitor by name.

12
00:00:54,150 --> 00:00:59,290
Also, take the opportunity to remind the
customer of the great job you’ve been doing

13
00:00:59,314 --> 00:01:01,992
and use specific examples!