A sales rep is talking to a prospect about his company's product. The prospect says she's been buying from a competitor for 10 years and likes their product. What should the rep do first?

In this scenario, the sales representative should focus on building a relationship and understanding the prospect's needs. Here's a suggested approach:

1. Acknowledge and Respect: Start by acknowledging the prospect's loyalty to the competitor and respect her satisfaction with their product. This shows that you value her experience and are not dismissive of her current choice.

2. Ask Open-Ended Questions: Engage the prospect by asking open-ended questions to understand her needs, preferences, and any potential areas where she might be open to change. For example, "What do you like most about the current product you are using?"

3. Identify Pain Points: Listen carefully to identify any pain points or areas where the competitor's product might not fully meet her needs. This can help you tailor your pitch to highlight how your product can address these issues.

4. Highlight Unique Value: Once you understand her needs and any potential gaps, present the unique value propositions of your product that align with her requirements. Focus on differentiators that set your product apart from the competitor's.

5. Build Trust: Establish trust by sharing testimonials, case studies, or offering a trial period to demonstrate the effectiveness and benefits of your product.

By following these steps, the sales rep can effectively engage the prospect and potentially open the door for future opportunities.