Clarify before you answer
Ask what sits behind the objection, so you answer the real concern.
“Good, tell me how you do it. Who does it, how often and how do you know it is working? I would like to understand it before I say anything else.”
How to respond to “We already do that”
Customers say “We already do that” for a reason. Here is what usually sits behind it, how to respond and what to avoid.
What is really behind it
The customer believes they already cover what you are offering. They may do it well, or only partly, or in a way that takes more effort than necessary. A direct challenge rarely helps. Questions about how they do it usually do more.
Typical in: Software and SaaS, Professional services, Contact centre and customer service
How to respond
Pick the framework that fits the customer. The wording is an example direction, not a script: say it in your own words.
Compare like with like
Put the options side by side, including the cost of doing nothing.
“If you already do it, what I could add is perhaps limited. Let me tell you what we do differently, and you tell me whether it would make any difference for you.”
Exit gracefully
End politely and leave the door open. A respectful no can still be a good call.
“Then you are further ahead than most. I will not take more of your time. If you ever want a second opinion on how it is going, feel free to get in touch.”
The follow-up question
After your response, ask:
How much of your team’s time does it take, and is that where you want it spent?
What not to say
Avoid: Not as well as we do.
It is an unprovable boast and invites the customer to prove you wrong.
Practise it out loud
Reading is not the same as saying it. Talk to an AI customer who raises this kind of objection and see in the report which sentence helped.
Practise this objectionQuestions about this objection
What does “We already do that” really mean?
The customer believes they already cover what you are offering. They may do it well, or only partly, or in a way that takes more effort than necessary. A direct challenge rarely helps. Questions about how they do it usually do more.
How do you respond to “We already do that”?
Clarify before you answer: “Good, tell me how you do it. Who does it, how often and how do you know it is working? I would like to understand it before I say anything else.” Compare like with like: “If you already do it, what I could add is perhaps limited. Let me tell you what we do differently, and you tell me whether it would make any difference for you.” Exit gracefully: “Then you are further ahead than most. I will not take more of your time. If you ever want a second opinion on how it is going, feel free to get in touch.”
What should you ask after “We already do that”?
How much of your team’s time does it take, and is that where you want it spent?
What should you not say when a customer says “We already do that”?
Avoid “Not as well as we do.” It is an unprovable boast and invites the customer to prove you wrong.
Keep exploring
Educational conversation training. It is not legal or financial advice and it promises no results. Always follow your company’s rules, the terms of the product and a customer’s clear no.