The #7 mistake sales people make

Craig Elias | October 13, 2008 - 7:26 am

The #7 mistake I see sales people and entrepreneurs make is selling to buyers after they have already started the process of Searching For Alternatives – when you already have several competitors, and the typical close ratio is 15% – INSTEAD OF selling to decision makers when they are in the Window of Dissatisfaction, you have no competition, and the typical close ratio is between 60% and 90%.

My question, to be answered by commenting below, is “How do you know when a decision maker is in the Window of Dissatisfaction?”

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Have an eventful week!

Craig

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  • http://www.k1000communications.com Camille Bentkowski

    Here’s my reply that I mistakingly posted on the “Window of Dissatisfaction” page….

    In my years of sales experience in both commercial and industrial sales here is what I have experienced.

    Status quo and searching for alternatives are the most recognizable buying moods because buyers will either obviously try to conceal them or simply come forward and tell you! They will either tell you that they are happy with their present supplier and are definately not interested in making any kind of change. Why fix what does not need any fixing. No pain? No medication required!

    When in a searching mode they will usually also tell you that they have a problem, are not satisfied or have a situation that needs correcting or change. They will ask you for a quote or very specific information.

    However when your prospect starts asking subtle questions about your products or services – eventhough they tell you they are happy with their current supplier – you can bet your bottom dollar that there is some underlying dissatisfaction pointing at the horizon.

    These questions can quite often resemble closing signals after a product presentation – especially if you have not made a complete sales presentation. “Do you carry those in stock at all times? In what color or size?”
    “What are the price breakdowns?” “What are your delivery lead times?” etc., etc….

    Another sign is when you get a call out of the blue asking for information just out of curiosity! Hum!

    It is true that these may also indicate that the potential customer is looking for info to negotiate a better deal with a current supplier or is under some financial stress. That is when your questioning and observation habilities really show your salesmanship.

    Always keep in mind that some current customers will ask you subtle questions rather than actually complain. Therefore watching out for such signals will help you save existing customers as well as gain new ones.

  • http://www.lighthousebc.co.uk Ian Brodie

    Hi Craig,

    My experience has been that the client’s language changes.

    If they’re in the Window of dissatisfaction they talk about their problems and concerns: “we have an issue with X”, “I’m worried about Y”, “Tell me, what’s your experience of Z” (where Z is a specific problem they may have).

    When they’re searching for alternatives, mentally they’ve settled on the sort of solution they want use/get/buy to solve their dissatisfaction. So they start using words like “We’re looking for A”, “Do you do B?”, “We need C”.

    Of course, the shift is often more subtle than that – but there’s a definite shift.

    Ian

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