The Backup Vendor Pitch: How to Win Accounts That Already Have a Provider
Most good accounts already have a vendor they like. Asking them to switch rarely works. Asking to be their backup often does. Here is how to write that pitch.
The short answer
Don’t ask a buyer to fire a vendor they like. Ask to be the company they call when that vendor is booked, after hours, or out of their depth. It’s a smaller ask, it carries no risk for the buyer, and it gets you on the vendor list so you can earn more work.
Why “switch to us” fails
Switching costs the buyer time and risk, and buyers don’t give sellers much of either. Gartner research shows buyers typically spend only 17% of their time meeting with potential suppliers when they’re considering a purchase, and every supplier on their list shares that time (Gartner). A pitch that asks them to tear up a working relationship in that small window rarely lands.
What buyers actually need
A buyer who already has a vendor still has gaps:
- The regular vendor is booked during the busy season.
- Something breaks at night or on a weekend.
- A job turns out bigger than the regular vendor can handle.
- They need a second quote to keep pricing honest.
The backup pitch, line by line
- Respect the relationship they have. Say outright that you’re not asking them to replace anyone.
- Name the moment you help. Booked-up weeks, after hours, bigger-than-expected jobs.
- Show why you’re reliable. Licensed, insured, background-checked, on time, clear communication. List only what you can prove. In Washington, for example, buyers can check a contractor’s license, bond and insurance with L&I’s contractor verification tool.
- Make the next step small. Ask to be added to their vendor list, or ask what their setup steps are.
Who to send it to
- Companies that buy your service again and again, such as property managers buying plumbing repairs.
- Companies that do part of a job and hand off the rest, such as water mitigation companies that don’t do rebuilds.
- Companies whose busy season overlaps yours, because their main vendor is stretched too.
Leave out companies that do the full job in-house. They’re competitors, not buyers.
FAQ
Won’t this make us look like second choice?
It makes you the company that showed up when it counted. That’s how many vendors move up the list.
Do email rules apply to business-to-business pitches?
Yes. The CAN-SPAM Act covers business email too, so include your physical address and a way to opt out (FTC).
Sources: Gartner press release, September 2020 · Washington L&I: Hiring a contractor · FTC CAN-SPAM Act compliance guide