“We already have a solution.”
Most reps hear this… and panic. They fold with:
“Okay, I won’t take more of your time.”And just like that, the deal dies.
But here’s the truth: When a prospect already has a solution, that’s not a wall. It’s a door.
It means:
They’ve already invested in solving the problem.
There’s budget on the table.
A process is in motion.
They’re trained to care about this category.
That’s good news.
✅ Framing Questions That Break Down the “We Already Have a Solution” Objection
The difference between getting shut out and staying in the deal often comes down to how you frame your questions.
Most reps ask:
“What tool are you using now?”
“How’s it going with them?”
The problem is that these questions are surface-level. They invite short answers (“We’re fine” / “It works”), which closes the door.
Instead, your goal is to guide them into reflection — to surface gaps and hidden frustrations without sounding like you’re attacking their choice.
Here’s how you can reframe:
1. From tool → to outcomes
❌ “Do you like [Vendor]?”
✅ “When you first bought [Vendor], what were you hoping it would solve — and how well is it solving that today?”
2. From satisfaction → to stretch goals
❌ “Are you happy with your current setup?”
✅ “If you could wave a wand and improve one thing about it tomorrow, what would it be?”
3. From general → to measurable
❌ “Does it do what you need?”
✅ “On a scale of 1–10, how well does it handle your most important use case? What would make it a 10?”
4. From tool features → to hidden workarounds
❌ “Does it integrate well?”
✅ “Where do your team still use spreadsheets or manual steps outside the tool?”
You’re not challenging their decision head-on. You’re creating space for self-discovery.
When they articulate gaps out loud, it’s no longer you saying their solution isn’t enough... it’s them realizing it.
That’s how you earn the right to step in.
Before You Close This Tab...
The real mistake in sales isn’t losing to the competition. It’s never getting far enough to matter.
Objections aren’t barriers, they’re signals.
They show you where the buyer has already invested energy, money, and belief.
If you treat those signals as dead ends, you walk away empty.
But if you treat them as doors, even the ones barely cracked open, you discover that every objection is just an unfinished conversation waiting for the right question.
Cheers.
— The Sheriff in Town
