Close More Sales By ‘Seeing’
the Window of Dissatisfaction
By Craig Elias
Have you ever noticed what happens when
you buy a new car? Once you buy it, you start noticing lots of the
same car on the road. What’s that about?
Or consider this: Jack and Tonya learn
from Tonya’s doctor that they’re about to have their first baby.
Now, everywhere Jack goes, he sees pregnant women. Fast forward nine
months: Tonya has given birth to a beautiful baby girl. Now Jack
stops noticing pregnant women so much and starts seeing babies
everywhere he goes.
This is called selective perception.
It’s proof positive that events in our life change what we see. When
we buy a new car or our wife gets pregnant – our brain becomes
programmed to notice more of that thing. In essence, we ask our
brain to “put new cars or pregnant women on our mental radar
screen.” The event of reading this article means you yourself are
engaging in this process … by putting one of the most powerful
concepts in sales on your “radar screen.” It’s called the Window of
Dissatisfaction™. People who ‘see’ the Window of Dissatisfaction
If this is what you want, then read on
to learn about -- and start seeing -- the Window of Dissatisfaction.
Three Buying Modes:
Most salespeople are quite familiar with two of the three common
“What we have is sufficient, and we see no reason to change. We
will keep buying from this supplier … or keep doing nothing.”
Searching for Alternatives:
“We are actively looking for a new supplier, and probably
talking to multiple candidates.”
Window of Dissatisfaction: “We
know we have to do something about X, and we’ve put it on our
`to do` list, but we haven’t yet found the time to take action.”
This lies between the first two and is the one with the greatest
opportunity. In other words, when you sell to a buyer after
they realize what they have is no longer sufficient but before
they have started the process of searching for alternatives, you
have found them in the Window of Dissatisfaction!
A friend of mine sells writing services to professional speakers. He
helps them turn training programs into manuscripts, which they then
turn into self-published books. His best clients are people
who have not yet self-published a book, or reached out to anyone
about doing so, but have publishing a book on their list of
“things to do.” When he runs into a speaker who does a lot of
speaking, but does not yet have a book to sell … my friend knows
he’s found a buyer in the Window of Dissatisfaction – and his next
loyal, high-value customer.
Take a few moments to reflect on the
new customers you acquired in the last year. Jot down their
names. Now break your list down a little further. Of those buyers,
which ones came from situations where you a) found it very easy to
make the sale, b) enjoyed a short sales cycle, c) sold at a
higher-than-average price, and d) ended up with a core, loyal
customer who really saw “eye-to-eye” with you – and was willing and
eager to sing your praises to other people? Put a check mark by
In all likelihood, you “got to” those
with check marks by their names when they were in a Window of
Dissatisfaction and your product or service resonated with the
buyer’s selective perception.
The very act of thinking about these
buyers makes it easier for you to recognize the Window of
Dissatisfaction and get it on your mental “radar screen”! Once you
recognize a Window of Dissatisfaction, and relate it to your own
best customers, you will start noticing it everywhere.
When you notice the Window of
Dissatisfaction, you’ve got the beginnings of a competitive edge –
an “unfair advantage” that will increase your close ratios, shorten
your sales cycles, and increase your average deal size. In short,
you will excel at sales when you can identify, focus on, and sell to
buyers in the Window of Dissatisfaction…before your competition. So
take a look at your new best customers … and soon you will start
seeing The Window of Dissatisfaction everywhere!
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