Asking a prospect to consider your company over their current supplier is tantamount to asking them to take on a change management initiative. Failing to recognize this keeps many otherwise skilled sales people from achieving their objectives.
People are naturally resistant to change. That’s why all good change management programs start by describing a burning platform. Some sales people will call this identifying pain. A nicer way to put it is: What problem will my product or service solve.
If you’re not offering a solution then you will be forced to attract new clients based on price – something no consultative sales person should be willing to do.