Disrupting sales relationships is tricky. When you go into a sales presentation, if you recognize that it's likely they're going to have someone, and if you've got an arsenal of responses that you can come back with to demonstrate to them why you are obviously the better choice, then they're going to be a lot more likely to at least give you a shot at that business, than if you don't have those things in place. David: Hi, and welcome back in today's episode, cohost Jay McFarland and I will be discussing the idea of disrupting sales relationships. Welcome back, Jay. Jay: Hey, David. It's a pleasure as always. I don't want to do it. Don't want to disrupt sales processes. I refuse. Don't want to do it. David: Okay. I refuse to participate. Yeah, it's a tough one. The word disrupt is a tough word. But the reality of the situation is that when we're approaching a new prospect, a new client, and that person already has a business relationship, perhaps with a competitor of ours -- the only way that we're even going to get a shot at that business is if we can, in some way, disrupt the existing sales relationship. Now, I'm not talking about trying to drive a wedge between people. I'm not talking about anything nefarious. I'm just talking about the idea that to disrupt an established sales relationship, particularly one that is going reasonably well, requires you to be significantly better and different than the option that they're already looking at. Jay: Yeah, I agree. and I think that this starts way ahead of trying to disrupt any particular process that's going on right now. We've talked about, in the past, do you know your competitors at all? Do you know their sales process? I mean, how would you disrupt anything if you didn't know the process of what was going on? David: Yeah, exactly. And if you think in terms of business relationships versus personal relationships, when you're in high school and you first start dating, and the person that you like is already attracted to somebody else, like, oh, okay, well, how am I going to position myself as a better alternative, a better option, right? So it requires strategy. It requires persistence. It requires some sort of advantage, right? Some sort of, what we would call in business, a competitive advantage. And we need to think through those things, because it's the same in a business relationship. If they've got a great business relationship, it's going to be a lot harder. In those situations, we have to determine whether or not it even makes sense for us to try to provide a better solution. But here's the thing, if we truly believe that our solution is better than whatever they're currently receiving Then we kind of owe it to them to let them know that, don't we? Jay: Oh, yeah, I absolutely agree with that and we talked I think in the last podcast that we're a company that loves it when you talk to our competitors. We love it when you're in a sales process with somebody else, cause we know how unique we are in our presentation, in our initial consultations. We know. And so the key for us to disrupting an existing sales process with somebody else is just, how do we get them to call us? How do we introduce ourselves to them mid process? Because we know if they can find us or we can find them, our chances are pretty good. David: Exactly. And so in your situation where you're using online resources like pay per click and things like that, it's a matter of getting some sort of messaging in front of them that has them questioning at that point, whether or not there is a better alternative out there for them. And so the only people who are going to schedule a call with you are the ones who have determined that they are at least open to exploring that sort of relationship. I think it's interesting that a lot of times in business loyalty is often based on inertia, right? It's just easier to stick with what I have rather than to try to fin...