How To Create A Feeling Of Dissatisfaction In A Prospect

Written by Sean McPheat | Linkedin thumb

thumb downHave you spoken to prospects and they’ve said ‘Thank you, but I’m happy with what I’ve got’?

This is the single most common response to salespeople today, in person or on the phone. the prospect has no reason to change because the product or service they’re using is working just fine, or it provides everything they need at the moment, or they see no need for a change at all.

It’s normally the killer for most salespeople because they think that’s the end of their chances. If they’re happy with their current solution, why should they change? Many say that if I pursue my sales pitch to the, they’ll get annoyed, saying something along the lines of ‘which part of ‘no’ did you not understand?’

Let me ask you something. Have you ever made an impulse buy? Maybe you were walking down the street and you passed a shop window and something caught your eye. That new pair of shoes or that new suit…that new television or that new computer.

What ever it was, you may already be wearing something like it or have something like it at home already.

What made you not only see it, look closely at it and investigate it, but also walk into the shop, examine it, check it out and, eventually, purchase it?

Well, you succumbed to the  age-old human feeling of desire. How do we create desire in ourselves? Easy. We look at our current situation or position, we compare it with what we would feel like if we had something better, and we take the opportunity to get that which would make us feel better. The current dissatisfaction evaporates, we feel good about ourselves, rationalise the decision and move on, now with the new suit or shoes or computer or whatever.

This dissatisfaction is what makes us make decisions. And your prospect is the same. If you can create a feeling of dissatisfaction with the current position in his mind, he is more likely to at least give you a hearing ear.

Here are some tips on how to do this:

1) Raise the level of expectation of how his current solution should perform

You can do this in three ways:

a) Teach the buyer how to be more successful through using your products

b) Teach the buyer how your solution will help him catch up with or stay ahead of the competition

c) Teach the buyer how you can provide a better business partnership in the long run.

2) Identify how others have used your products in their industry and seen measurable results from them

They can identify with competitors or similar people in their industry, and if they see how these have benefited from your services, it may cause them to re-evaluate what they are currently getting from their current product.

3) Create a need for your product by checking on what his future expectations will be

If your product or service will give better returns or productivity or raise the chances of profitability in the future, they will experience dissatisfaction with the current solution and look to something better in the future.

The only reason that someone moves away from what they are currently using is if they see the potential for better results in the future with something else.

This gives you the chance to show how you can achieve higher goals for them and create more opportunities.

So, create this feeling of dissatisfaction in a prospect’s mind and you open up the chance for him to experience your solution and reap the benefits.

Happy Selling!


Sean McPheat

Sean McPheat
Managing Director

MTD Sales Training | Image courtesy of Idea go at

450 sales questions free report

Originally published: 12 November, 2013

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