What it usually means
The buyer is asking whether you're a safe choice. Lesser-known suppliers feel riskier.
The approach
Be relaxed about it, give proof from similar customers and offer ways to reduce the risk.
What to say
1That's fair, we're not the biggest name. We focus on companies like yours, for example [similar customer], who cut X by 30%. Would it help to speak to them directly?
2Good question to ask. What would you need to see to feel comfortable working with us?
3We'd be happy to start with a small pilot, so you can judge the results before committing.
Adapt the words so they sound like you. Then say them out loud a few times before your next call.
What to avoid
- Getting defensive
- Overstating your size or customer list