“We already use [competitor].”
Also sounds like: We have a vendor for that · We're locked in · We just signed with someone
What it usually means
Good news: they care about the problem enough to pay for it. You're not trying to rip anything out today, just to find the gap between what they have and what they need.
Three ways to answer
1. Curious, not competitive
“Makes sense, they're a solid choice. What do you like most about them, and what would you change if you could?”
Why it works: The "what would you change" half is where your opening is.
2. Renewal timing
“Got it. When does that contract come up for renewal?”
Why it works: Turns a no into a date, and a date into a follow-up worth making.
3. Side by side
“Even if you stay with them, a quick benchmark keeps them honest. Would a 15-minute side-by-side on [the one thing you do differently] be worth it, say Tuesday at 10?”
Why it works: A narrow comparison is low-risk for them and easy to say yes to.
Fill in the [brackets] with your own product, reason for calling and real customer results.
Questions worth asking
- How long have you used them?
- Who decided on them, and how?
- What's one thing they don't do well?
Avoid
- Criticising the competitor. It makes them defend their own decision.
- Claiming you're "better" without proof.
Find out which answer works for your team
Clarity puts these answers on screen mid-call, tags every objection your reps hear, and shows which responses actually turn into meetings. Practice this one on an AI prospect first.
