Written by: Michelle Davidson  |  March 06, 2025

How to Overcome Buyer Objections and Compete with a Fan Favorite

In the search for new buyers, we often come across that perfect group of ideal prospects. There’s just one problem: they already have a favorite. A competitor who’s been around longer, has built trust, and, to the buyer, feels like the safest choice. Overcoming buyer objections in this situation isn’t just about proving you’re better—it’s about showing them why working with you is a smart addition, not a risky change.

However, many businesses make one of two mistakes at this point. Some give up too soon, assuming they can’t compete with the frontrunner. Others go on the offensive, trying to tear down the competition—only to alienate the very people they’re trying to win over.

Neither works. Instead, the key to overcoming this obstacle is a smarter, more strategic approach. One that positions you as a valuable addition, rather than a risky replacement. Here’s how.

Smart Strategies for Overcoming Buyer Objections Without Competing Head-On

• Use the right criteria. Too many businesses fall into the “we’re better” trap when overcoming buyer objections. They think simply being technically superior will win over buyers. (Pro speakers, I’m looking at you.) But from the buyer’s perspective, the safer choice often outweighs the “better” choice. Instead of focusing on why you outperform the competition, focus on what the buyer values most. Frame your advantages around their specific needs, priorities, and risks.

• Find the side door. Instead of trying to unseat the frontrunner, look for a way to coexist. Can you fill a gap they don’t cover? If the competitor owns high-level strategy, can you specialize in the execution? If they offer breadth, can you offer depth? Redefining your role in the buyer’s ecosystem makes it easier for decision-makers to justify working with both of you.

To buyers, the familiar choice feels safe. Simply offering more value than the frontrunner isn’t enough when it comes to overcoming buyer objections—you must shift the conversation. Show them why working with you isn’t an either-or decision but a smart addition to their current strategy.

Winning over new buyers isn’t about proving you’re better. It’s about making it easy for them to say yes. When you align with their priorities and position yourself as a complement rather than a competitor, you turn resistance into opportunity.

So don’t waste time fighting the favorite. Instead, carve out your own space, meet the buyer where they are, and become the choice they didn’t even know they needed.

Now Read This:

• Winning New Business in the Shadow of Big Competitors
• Competitive Branding for B2B Professional Service Firms

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