Trending
Picture this. Your prospect is already working with someone else. They’ve got a relationship, a rhythm, and a sense of familiarity with your competitor.
On the surface, it might seem like an uphill battle to unseat them.
But here’s the truth.
Competitors don’t lose clients because of price or even performance.
They lose clients because trust erodes.
Your job isn’t to attack the competition or prove you’re better.
That only creates resistance.
Instead, your focus should be on creating a space where your prospect feels safe enough to question whether their current provider truly understands them at the deepest level.
Here’s how you do it.
Start with curiosity, not criticism.
Instead of asking, “What’s not working with your current provider?” try, “What’s most important to you in the relationship you have with them?”.
This shifts the conversation from a negative critique to an exploration of their values and priorities.
Uncover the gaps.
Most prospects don’t even realize there’s a gap in their current relationship until you help them see it.
Ask questions like, “Do you feel they fully understand the challenges you’re facing right now?” or “Have they helped you see any risks or opportunities you might not have considered yet?”.
These questions gently highlight areas where trust or alignment may be lacking.
Position yourself as the trusted authority.
The key to unseating a competitor isn’t about being louder or flashier.
It’s about being the one who truly understands their world.
When you focus on diagnosing their problems instead of pitching your solutions, you naturally differentiate yourself.
They’ll start to see you as someone who “gets it,” not just another option.
Let them come to the truth.
The moment you try to convince them to leave their current provider, you lose.
Instead, let them come to the realization on their own.
Say something like, “It sounds like you’ve got a solid relationship there. If you ever feel there’s something missing, I’d be happy to explore whether I can help fill that gap.”
This creates a sense of safety and keeps the door open.
Unseating a competitor isn’t about tearing them down.
It’s about building trust so strong that your prospect naturally gravitates toward you.
When you focus on understanding their world and creating clarity, you don’t just win the business, you become the obvious choice.
Related: The Trust Echo: How To Make Your Message Stick Without Selling
Ari Galper is the world’s number one authority on trust-based selling and is the most sought-after high-net worth/lead generation expert for financial advisors. His newest book, “Trust In A Split Second” has become an instant best-seller among financial advisors worldwide – you can get a Free copy of Ari’s book here and, when you click the “YES” button in the order form, you’ll also receive a complimentary “plug up the holes” lead generation consultation. Ari has been featured in CEO Magazine, Forbes, INC Magazine and the Financial Review. He is considered a contrarian in the financial services industry and in his book, everything you learned about selling will be turned upside down. No more chasing, no pressure, no closing.