Overcoming Objections: “We’ve already got a video provider”
Feb 08, 2023
Introduction
So, you reach out to what would be your perfect client.
You know that the video content that you create would be perfect for them. You've helped people like them before, but then you get a reply. “Thanks for the note and I'm sure that you do a great job. But we've already got a video provider.”
Hmm. Frustrating. If only they knew what they were missing out on.
Well, in today's Render Break, we're going to look at a foolproof way to overcome this objection.
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Transcript
00:00:00:01 - 00:00:20:21
So, you reach out to what would be your perfect client. You know that the video content that you create would be perfect for them. You've helped people like them before, but then you get a reply. “Thanks for the note and I'm sure that you do a great job. But we've already got a video provider.” Hmm. Frustrating. If only they knew what they were missing out on.
00:00:21:00 - 00:00:46:08
Well, in today's Render Break, we're going to look at a foolproof way to overcome this objection. Welcome to this week's Render Break. The chance for you to learn a powerful marketing, sales, or retention, tactic that will have a massive impact on your video business. So, you've got a foot in the door and your perfect prospect has responded to a piece of outreach.
00:00:46:15 - 00:01:07:19
But their response is telling you they've already got someone, or some team, that creates their video content. What do you do in this situation? How do you make sure that that door doesn't close? Well, it's an incredibly simple, but powerful process. First, some context. As a video creator, you know how hard it can be to strike up conversations with potential clients.
00:01:07:20 - 00:01:28:03
You can spend days, if not weeks, without getting a response from any cold outreach that you perform. So it's particularly deflating when you do get a response and in the nicest possible way, the potential client slams the door shut by telling you that they're already sorted. It's a tough one to overcome. But here's a trick I learned a good few years ago.
00:01:28:12 - 00:01:47:06
I remember it clearly. I was sitting at my office desk and I reached out to a brand that was perfect for me. It was a Premier League football club, or soccer club if you're outside of Europe. We had just completed a strong project with Brighton & Hove Albion Football Club and we approached Chelsea Football Club. They were local and I had a good contact within the club.
00:01:47:13 - 00:02:07:08
I reached out to the marketing director and told them that we had just completed a project with Brighton and that I'd seen some of their work. I said that it would be great to have a conversation with them, as I had identified a few areas that they could strengthen when it comes to their video marketing. I highlighted the impact that it could have on their business and fired off the LinkedIn direct message.
00:02:07:14 - 00:02:24:24
A few hours later I received a reply. “Thanks for the message, Tim. I appreciate you reaching out.” Great, I thought. And then I read on. “Whilst I have no doubt that your skills and ideas would have a positive impact on the club, we already have a video provider that we are very happy with. I wish you all the best for your future endeavors.”
00:02:25:12 - 00:02:44:13
Ouch. It hurts, doesn't it? I sat there thinking, “Well it’s your loss!” Childish reaction. I know, but I needed to reply. As I thought about it, I felt the urge to politely thank him for his time and say that if that ever changes, then please get in contact. But I knew deep down that that would never happen. Marketing professionals are busy.
00:02:44:18 - 00:03:05:20
They have a million and one things on their plate. So the chances of him remembering my DM a few months, or even years, down the line were remote. So here's what I replied. I simply thanked him for his reply and then asked one direct question. “If you had to rate your current video provider out of ten, what would it be?” I hit send and waited for his reply.
00:03:05:21 - 00:03:25:22
It came back quite quickly. “To be honest, Tim, we're happy with them. I'll give them a solid 9.” Now, this is where the magic happens. I followed up and said, “What would they have to do to be viewed as a 10 in your eyes?” Sent it. Waited. Reply came back in a couple of minutes. “Well, to be a 10, I'd want to see more creativity from them.
00:03:25:22 - 00:03:45:17
A plan. I'd want to see how their content was having an impact and what return it was generating.” Great, I thought because that was my in. I replied quickly. “That's interesting to hear”, I said, “as that's one of our specialities”. I then reeled off three projects where we did exactly that. The conversation continued. He invited me in to talk with him.
00:03:45:24 - 00:04:02:07
I jumped on the train up to Stamford Bridge. That's their home ground and where their marketing offices are, and I was able to land a project to show them exactly what we could do. I continue to work with them to this day, and that's the power of this simple technique. It works in any industry, not just football, or soccer.
00:04:02:14 - 00:04:19:23
I've used it time and time again and I've encouraged the production companies and freelancers that I consult with to use it whenever they hear that objection. It’s powerful. Now, if the would-be client comes back and says that their current provider is a 10, well, then there really is nowhere to go and you just have to admit defeat.
00:04:19:23 - 00:04:41:05
But that's only ever happened a handful of times. So whenever you hear this objection, this excuse, simply ask them how they would rate their current provider out of 10. Anything other than 10. You follow up with what would they have to do to be viewed as a 10? And the answer to that is you're in. So there's your little nugget of wisdom for this week's Render Break.
00:04:41:06 - 00:05:03:20
Now, if you'd like to learn how to create a marketing system that creates a constant stream of opportunities (that are perfect for you) into your video business, you can grab my book, The Lead Generation Machine for just $7. Over 3,000 video production professionals around the world are now using the system outlined in this book so that they never have to worry about where their next project is coming from.
00:05:03:20 - 00:05:25:12
You can use the link below this video to grab that framework, which contains every single step that you need to take in detail, for just $7. And also, if you'd like to receive marketing, sales and retention hints, tips, training, and how to's that are specifically for video production professionals, you can join a community of over 10,000 video production professionals by signing up to my weekly emails.
00:05:25:12 - 00:05:39:15
Again, you can do that via the link below. So that's all for today. But if you have any questions or would like to share how this tactic has worked for you, I'd love for you to drop them in the comments section below. Have a fantastic day and I hope that you've enjoyed this week's Render Break!
