What it usually means
The buyer believes their own team can solve the problem for less. Sometimes true, often underestimated, especially the cost of maintaining it.
The approach
Respect their team's skills, then help them compare the full cost: time to build, maintenance, opportunity cost and risk.
What to say
1That's definitely an option, and you clearly have a capable team. How long do you estimate it would take to build, and who would maintain it?
2What would your team be working on instead if they didn't build this?
3Many of our customers started by building their own. The usual reason they switched was maintenance. Would a side-by-side cost comparison help?
Adapt the words so they sound like you. Then say them out loud a few times before your next call.
What to avoid
- Implying their team isn't good enough
- Ignoring real reasons, such as data or security policies