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Combating “We Already Work With Someone” | #1352 episode artwork

EPISODE · Feb 24, 2026 · 2 MIN

Combating “We Already Work With Someone” | #1352

from Sales Secrets · host Brandon Bornancin

Competition isn’t rejection — it’s confirmation that budget and demand exist.  In this episode, Brandon breaks down how to respond when buyers say they already have a vendor, why trash talking backfires, and how to use curiosity to uncover what’s missing in the current setup. You’ll learn how to position yourself as an improvement, not a replacement, how to identify competitive wedges, and how to win deals by solving specific gaps instead of trying to be universally better.  If you’re losing competitive deals, this episode shows you how to reframe the entire conversation.

What this episode covers

When a prospect says, “We already work with someone,” most reps retreat. In this episode, Brandon explains why competition is actually validation — and how to win by finding gaps instead of trash talking competitors.

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Combating “We Already Work With Someone” | #1352

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Frequently Asked Questions

How long is this episode of Sales Secrets?

This episode is 2 minutes long.

When was this Sales Secrets episode published?

This episode was published on February 24, 2026.

What is this episode about?

Competition isn’t rejection — it’s confirmation that budget and demand exist.  In this episode, Brandon breaks down how to respond when buyers say they already have a vendor, why trash talking backfires, and how to use curiosity to uncover what’s...

Can I download this Sales Secrets episode?

Yes, you can download this episode by clicking the download button on the episode player, or subscribe to the podcast in your preferred podcast app for automatic downloads.
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