While sales people are particularly competent when it comes to selling solutions as a way to overcome a client’s dissatisfaction, he says, what they are not so good at is creating the necessary dissatisfaction.
Iannarino suggest that many clients don’t know yet that they should be dissasisfied with the status quo, and that should be a major point to touch on when looking at your own sales methodology.
“Some of your prospective clients no longer know what is possible or what they should expect from a partner,” Iannarino writes. “They haven’t taken the time to explore what is available, what has changed.” (See Stop Selling and Start Building Relationships)
“When your dream client isn’t dissatisfied, you have to show them the gap between their current state and a state that they don’t yet desire,” he adds.
- The first and most effective way is to ask questions that help your dream client to discover the gap on their own, he says.
- The second way is to share information that demonstrates that the gap already exists. “If the results being produced for their competitors are greater than they produce, the competitive threat may be enough to create dissatisfaction,” he writes.
- The third way is to show them what they don’t have. “Sometimes you create dissatisfaction by showing your dream client what is possible and by demonstrating your capabilities,” he writes.
Highlighting implications are key to this strategy, Iannarino says. New products and services aren’t enough to create dissastifaction, you need to underline the risks and pitfalls of not adopting your product. (See Secret Sauce of the Greatest Salespeople)
For more on using the tool of dissatisfaction in sales, read Innarino’s full post here.