"We built something in-house"
What to say when a prospect says "we built something in-house"
"We built something in-house" usually comes with pride, and often with good reason. Someone at the company saw a problem, solved it with the tools they had, and the result works well enough to rely on. That makes it different from a vendor objection: the competitor is a colleague, and criticizing the build means criticizing them. What the buyer may not have weighed is the ongoing cost. Who maintains it, what happens when that person is busy or leaves, and what else could they be doing with that time? Sometimes the in-house tool is the right answer and should stay. Your job is to understand what it does, what it takes to keep running, and whether there is a part of the problem it does not reach.
Why buyers say it
- They built it to fit their exact process, and it does that well.
- The person who built it is respected, and replacing it would feel like a criticism.
- It looks free, because its cost is hidden in people's time.
- They have had poor experiences with vendors and prefer to stay in control.
- It works, and there is no reason to change something that works.
5 ways to respond
Say them in your own voice. The goal is a real answer, not a clever comeback.
1.Show interest in what they built
NEPQGood to know, I'd like to hear about it. What does it handle for you, and who built it?
Genuine curiosity about their build shows respect for the people behind it. Their answer tells you what the tool covers, what they value about it and who you would need to win over, without asking them to defend anything.
2.Ask who keeps it running
Gap SellingMakes sense. Who looks after it day to day, and how much of their time does it take when something needs changing?
In-house tools often look free because the cost sits in someone's calendar. Asking who maintains it, neutrally, lets the buyer see that cost for themselves if it is significant, and confirms it is fine if it is not.
3.Ask what happens if the builder moves on
SPINUnderstood. If [the person who built it] moved to another project, how easy would it be for someone else to pick it up?
It raises a real risk, knowledge held by one person, as a question rather than a warning. Some teams have it well documented; others realize they are one resignation away from a problem. Either way, the buyer reaches the conclusion.
4.Look for the part it does not cover
Value-basedThat's fair, it sounds like it does the core job well. Is there anything it doesn't cover yet, or something people still do by hand around it?
Home-built tools are usually strong at the job they were built for and thinner around the edges. Asking about the gaps rather than the core lets you find a place to help without suggesting their tool should be replaced.
5.Suggest working alongside it
Permission-basedNo problem, and I wouldn't suggest throwing out something that works. Would it be worth a short look at whether [specific gap] could be handled alongside it, or is that not a problem for you?
Proposing to complement the tool rather than replace it removes the main source of resistance. The "not a problem for you" option gives an honest exit, and a yes tells you exactly where to focus.
What to avoid
- Criticizing the in-house tool or the people who built it.
- Saying "you're not a software company" or anything else that belittles their team's skills.
- Claiming you can replace everything it does before you know what it does.
- Inventing a maintenance cost figure to make your price look smaller.
- Going around the person who built it to their manager. They will hear about it.
Questions that keep the call going
- "What does it handle for you today?"
- "Who built it, and who looks after it now?"
- "How much time goes into keeping it running?"
- "Is there anything it does not cover yet?"
- "If the person who built it moved on, who would pick it up?"
- "Does your team ever revisit whether to build or buy?"
Try it: type your response
The buyer says "We built something in-house". Write what you would say back, then check it against the advice on this page.
Pick an objection
"We built something in-house"
Aim for 12 to 60 words.0 words
Quick text check scored with simple rules. In Vonvo, voice calls are scored by AI on a full scorecard.
What the check looks for
Acknowledges first20 pts
Open with a few words like "That's fair", "Makes sense" or "I understand".
Asks an open question25 pts
Ask what, how, which, who or when, or offer an either-or choice, then stop talking.
Doesn't argue15 pts
Drop "but" after your acknowledgment, and skip "actually" and "to be honest".
No early discount or pressure15 pts
Leave discounts, "today only" and deadlines out of your first answer.
12 to 60 words10 pts
Keep it between 12 and 60 words.
Stays on their concern, not your pitch15 pts
Leave out features, demos and "we are better" claims until you understand what is behind the objection.
Questions about this objection
How do you sell against an in-house solution?
Usually you do not sell against it. Learn what it does well, ask who maintains it and what it does not cover, and look for a place to help alongside it. Replacing a home-built tool is a bigger decision than buying a new one.
Should I talk about the cost of maintaining it?
Ask about it rather than telling them. Questions about who looks after it and how long changes take let the buyer work out the cost themselves, and they will trust their own number more than yours.
What if the in-house tool really is better for them?
Then say so and leave on good terms. Sometimes a tool built for one company's exact process is the right answer.
How can I practice this objection?
Roleplay a call with a buyer who is proud of what their team built, and practice asking about it with real curiosity. Vonvo lets you practice by voice with AI buyer personas and scores each call with feedback.
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