How to Handle:
“We prefer to build it ourselves internally”
Build vs. buy is a classic debate. Prospects may believe building internally gives them more control, but they often underestimate the true cost and ongoing maintenance burden.
Why Prospects Say This
They have engineering resources available. They want full control and customization. They've had bad experiences with vendor software. They underestimate total cost of ownership.
Best Responses
The Total Cost Reality
“Building is an option, for sure. But let's look at the full picture: development time, ongoing maintenance, opportunity cost of not building your core product. Most companies find that internal builds cost 5-10x more than buying when you factor everything in.”
Why It Works
Expands their cost calculation beyond initial development.
Best For
Cost-conscious buyers
The Focus Question
“What's your core competency—[their main business] or building [your product category]? Usually the answer is to buy commodities and build differentiators. Is [your product category] really a competitive advantage for you?”
Why It Works
Reframes the build vs. buy decision strategically.
Best For
Strategic thinkers
The Speed Advantage
“Building could work. But here's the trade-off: we've spent [X] years and [Y] in R&D on this. You'd be live with us in weeks. How urgent is solving this problem, and can you wait [build timeframe] to address it?”
Why It Works
Highlights time-to-value difference.
Best For
When speed matters
Do's and Don'ts
Do This
- Acknowledge that building is a valid option
- Help them calculate true total cost of ownership
- Highlight your years of R&D and specialized expertise
- Focus on time-to-value and opportunity cost
Don't Do This
- Dismiss their engineering capability
- Only compare upfront costs
- Ignore legitimate customization needs
- Assume they haven't thought about it
Follow-up Questions to Ask
“How would you scope and prioritize this internal build?”
“What's the opportunity cost of your engineers building this vs. core product?”
“How would you handle ongoing maintenance and updates?”
“What's your realistic timeline for an internal solution?”
Industry-Specific Variations
“We have engineers who could build this”
“No doubt you have the talent. The question is whether building [product category] is the best use of their time vs. building features that differentiate your core product. What would your engineers be working on instead?”
“IT wants to build this in-house”
“IT often prefers building for control reasons—I understand. But have you calculated the 3-year TCO including maintenance, security updates, and support? Usually buying is 60% cheaper over the long run.”
Pro Tips
- TCO calculators can be powerful tools for this objection
- Maintenance and updates are often the overlooked costs of building
- Sometimes the right answer is for them to build—qualify for real fit
- Hybrid approaches (buy core, build integrations) can satisfy both needs
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