How to Handle:
“We just signed a contract with someone else”
This is one of the toughest timing objections because the prospect has already made a decision and commitment. However, contracts have end dates, and early engagement can position you for when renewal conversations begin.
Why Prospects Say This
The prospect is telling you they have already solved the problem (or think they have). They may feel buyer's remorse is coming, or they could be genuinely satisfied. Either way, the immediate door is closed, but a window may be opening in 12-24 months.
Best Responses
The Long-Game Setup
“Congratulations on making a decision—I know those evaluations take forever. Out of curiosity, how long is the contract? We work with a lot of companies who re-evaluate about 6 months before renewal. Would it make sense to reconnect then?”
Why It Works
Respects their decision while planting seeds for the future. Getting the contract duration helps you time your follow-up perfectly.
Best For
Any situation where you want to stay in the game for the next cycle
The Augment Approach
“Totally understand. Some of our clients actually use us alongside their primary solution for [specific use case]. Would it be worth exploring whether we could complement what you just signed up for?”
Why It Works
Positions you as an addition, not a replacement. Many companies layer solutions rather than rip and replace.
Best For
Solutions that can coexist with competitors
The Satisfaction Check
“Got it. If you don't mind me asking—what ultimately made you choose them? I'm always trying to understand what matters most to teams like yours.”
Why It Works
Turns a lost deal into market intelligence. Their answer tells you what to emphasize in future pitches and what gaps might emerge.
Best For
Competitive intelligence gathering
The Safety Net
“Makes sense. Here's something to consider—many companies sign contracts but hit roadblocks during implementation. If things don't go as planned, would you be open to a conversation? No pressure, just offering a backup option.”
Why It Works
Plants doubt gently while positioning you as a safety net. Implementation failures are common, and you want to be top of mind if they occur.
Best For
Competitors known for implementation challenges
Do's and Don'ts
Do This
- Ask how long the contract is and note the renewal date
- Stay connected on LinkedIn and engage with their content
- Set a reminder to reach out 6 months before contract renewal
- Ask what factors would make them re-evaluate at renewal time
- Provide value during their contract period so you stay top of mind
Don't Do This
- Trash-talk the competitor they just chose
- Pressure them to break their contract
- Disappear completely until their contract ends
- Assume they are satisfied—check in periodically
- Wait until the last minute to engage before renewal
Follow-up Questions to Ask
“How long is the contract you signed?”
“What was the deciding factor in choosing them over other options?”
“When does your team typically start evaluating renewals?”
“Is there anything you wish the solution did that it doesn't?”
“Are there specific outcomes you're hoping to achieve with this solution?”
Industry-Specific Variations
“We just renewed our contract for another year”
“I hear you. Renewals often happen before teams fully evaluate alternatives. Would it be valuable to at least know what else is out there so you're informed for next year? No pitch, just context.”
“We're locked in with our current agency for the retainer period”
“Understood. Agency relationships are important. If you don't mind me asking—what would need to happen for you to consider bringing on a specialized partner for [specific area]?”
Pro Tips
- Create a 'contract renewal' pipeline and track it religiously. The companies who just signed with a competitor are often your best prospects in 12-18 months.
- Monitor the competitor's customer satisfaction. Product changes, price increases, or service issues create openings you can leverage.
- Stay genuinely helpful during their contract period. Share relevant industry insights, make introductions, and add value without selling.
- Ask for referrals. Just because they can't buy doesn't mean they don't know someone who can.
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