What to Do When Prospects Compare Other Agencies
When a prospect says "we're also talking to two other agencies," most owners immediately shift into competitive mode. They start listing differentiators. They drop bigger numbers. They subtly trash the competition. And the call turns into a feature-by-feature comparison that nobody wins except the cheapest option.
On this page
Stop trying to win the comparison. Change the criteria instead.
When a prospect says "we're also talking to two other agencies," most owners immediately shift into competitive mode. They start listing differentiators. They drop bigger numbers. They subtly trash the competition. And the call turns into a feature-by-feature comparison that nobody wins except the cheapest option.
Don't play that game.
Ask what they're actually comparing. "When you're evaluating agencies, what are the two or three things that will determine who you go with?" Now you know what matters to them. And you can position specifically against their criteria instead of generically against an imaginary competitor.
Bring the decision back to their problem. "I don't know what the other agencies are proposing, and honestly, that's not my focus. What I'm trying to figure out is whether we're the right fit for the specific problem you described." That's confident. That's focused. And it reframes the whole conversation.
Speak to fit, not superiority. "We're really strong at X. If your problem is Y, we might not be the best match." That kind of honesty is disarming and creates more trust than any sales pitch.
What to do right now
Write down the three comparison questions you hear most often. Prepare one clarifying question for each. That keeps you in diagnosis mode instead of defense mode.
If you want to keep tightening this part of your process, read Handling Skeptical Prospects on Sales Calls, How to Sell Results Without Overpromising, How to Lead a Decision Without Pressure.
Book the audit and get clearer on how to handle resistance without sounding scripted.
We will look at where value is not landing, where objections are being mishandled, and how to respond in a way that keeps the call moving forward naturally.
Book Your Sales AuditQuestions agency owners usually ask next.
Should I answer objections immediately?
Not always. First work out whether the objection is real, whether it points to a missing part of discovery, or whether the prospect is simply protecting themselves from making a decision.
What if the objection sounds valid?
Treat it seriously. Clarify it, anchor back to the prospect's situation, and decide whether the right move is to answer it, challenge it, or pause the deal.
How do I handle objections without sounding scripted?
Use simple language, slow down, and respond to what the prospect actually said instead of trying to force a memorized rebuttal.
Do objections mean the call is going badly?
No. Objections are normal. The issue is not that resistance appears, but whether the call has enough clarity and leadership to handle it cleanly.