How to Handle "We're Already Working with Someone Else" in Healthcare & Medical Devices Sales
Expert framework for overcoming the "We're Already Working with Someone Else" objection in Healthcare sales. Proven 3-step method with industry-specific examples.
ScriptFly AI Team
Expert Sales Trainers
How to Handle "We're Already Working with Someone Else" in Healthcare & Medical Devices Sales
Every healthcare sales rep knows that sinking feeling: You've researched the prospect, crafted the perfect pitch, and then BAM — they hit you with the ultimate conversation stopper. "We're already working with someone else." But what if that objection was actually your greatest opportunity in disguise?
Why Healthcare Prospects Say "We're Already Working with Someone Else"
In the high-stakes world of medical device and healthcare solutions, procurement isn't just a transaction — it's a complex dance of risk management, compliance, and institutional trust. Prospects don't just say they're committed to another vendor; they're signaling deep-rooted organizational inertia.
The Real Reasons Behind This Objection:
- Perceived safety in maintaining existing relationships
- Fear of disrupting current medical workflows
- Complexity of switching enterprise-level healthcare technologies
- Institutional resistance to change
- Comfort with known (even if imperfect) solutions
The Wrong Way to Respond (That Most Reps Do)
Most sales reps crumble when they hear this objection. They become defensive, apologetic, or worse — they start begging for a chance.
Don't:
- ❌ Argue aggressively about why you're better
- ❌ Immediately start discounting or offering freebies
- ❌ Become passive or immediately give up
- ❌ Badmouth the current vendor
The 3-Step Framework That Actually Works
Step 1: Acknowledge Without Agreeing
Your first move is to validate their statement without surrendering the conversation. In healthcare, this means showing professional respect while maintaining your value proposition.Example Response:
"I completely understand your commitment to your current vendor. My goal isn't to disrupt that relationship, but to explore whether there might be performance gaps we could help address."
Step 2: Reframe the Conversation
Shift from a vendor comparison to a strategic partnership discussion. In medical devices, this means focusing on innovation, patient outcomes, and continuous improvement.Example Response:
"Most healthcare organizations we work with initially felt the same way. What I'm curious about is how your current solution is performing against your most critical patient care and operational efficiency metrics."
Step 3: Ask a Diagnostic Question
Questions are your strategic weapon. They reveal underlying needs and create space for dialogue.Power Questions to Ask:
- "What specific criteria are most important in your current vendor evaluation?"
- "If you could improve one aspect of your current solution, what would it be?"
- "How are your current technologies supporting your 3-year patient care strategy?"
Real-World Example: MedTech Solutions
When MedTech Solutions was selling advanced surgical imaging equipment to Kaiser Permanente, they encountered the classic vendor lock-in objection. Instead of retreating, their rep used the three-step framework.
What Happened: By asking strategic questions, they uncovered that Kaiser's current vendor had limited 4K imaging capabilities. MedTech's technology offered superior resolution and integrated AI diagnostics.
Key Takeaway: Curiosity, not aggression, opens doors in enterprise healthcare sales.
Industry-Specific Considerations for Healthcare & Medical Devices
Healthcare sales require a nuanced approach that balances technological superiority with institutional trust.
- Compliance Requirements: Your solution must demonstrate seamless integration with existing regulatory frameworks
- Average Deal Size ($75,000): Larger investments mean more complex decision-making processes
- Typical Objection Triggers: Procurement committees, risk management concerns, legacy system investments
5 Variations You Can Use Tomorrow
Variation 1: The Empathy Reframe "I respect your current partnership. My goal is simply to understand if there are any performance gaps we might help address."
Variation 2: The Social Proof Angle "Many of our clients initially felt committed to their existing vendor. After a comprehensive evaluation, they discovered significant performance improvements."
Variation 3: The Risk Reversal "We're so confident in our solution that we'll provide a comprehensive pilot with zero upfront investment."
Variation 4: The Future-Pace "As healthcare technology evolves, how are you ensuring your current solution will meet emerging patient care demands?"
Variation 5: The Direct Challenge "Most healthcare leaders I speak with are less interested in vendor loyalty and more focused on continuous performance optimization."
Common Follow-Up Objections (And How to Handle Them)
"We're happy with our current vendor" → Respond by exploring their definition of "happy" and gently probing performance metrics.
"Switching would be too complicated" → Outline your implementation support and risk mitigation strategies.
"Our contract isn't up for renewal" → Suggest a forward-looking evaluation that prepares for future technology needs.
The Bottom Line
Handling the "we're already working with someone else" objection isn't about winning an argument. It's about creating a strategic dialogue that positions you as a potential future partner.
Quick Win: Start mapping your unique value proposition against potential performance gaps in the prospect's current solution.
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Common Questions About This Objection
When is the best time to use this objection response?
Use this response immediately when you hear the objection. The key is to acknowledge their concern authentically before reframing it. Timing matters—respond too quickly and you seem dismissive, wait too long and you lose momentum.
What if this script doesn't work for my specific situation?
Every prospect is different. Use these scripts as frameworks, not word-for-word responses. Adapt the language to match your industry, product, and the prospect's communication style. The underlying psychology remains the same.
How do I practice these responses effectively?
Role-play with a colleague or record yourself. Focus on tone and delivery—confidence matters as much as the words. Practice until it feels natural, not scripted. The goal is to internalize the framework, not memorize lines.
Can I combine this with other objection handling techniques?
Absolutely. These responses work well with techniques like the "Feel, Felt, Found" method or the "Boomerang" technique. Layer multiple approaches for complex objections, but keep it conversational—never sound like you're running through a checklist.
How many times should I try before moving on?
If you've addressed the same objection 2-3 times using different angles and they're still not budging, it's likely not a real objection—it's a polite way of saying no. Know when to pivot or disqualify the prospect to focus on better opportunities.
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