Research shows that you are five times more likely to close a sale when you have the right timing - getting in front of the right buyer at EXACTLY the right time.
To get the right timing you need to understand, be able to identify, and know how to capitalize on, a unique selling window called the “Window of Dissatisfaction”.
It does not matter what you sell or who you are selling to, buyers are always in one of three buying modes:
==>Status Quo: Status Quo is when a potential buyer perceives their current product or service meets or exceeds their needs.
==> Searching for Alternatives: Searching for Alternatives is when a buyer realizes their current product or service no longer meets their needs and are actively engaged in the process of searching for alternatives.
==> Window of Dissatisfaction: A “Window of Dissatisfaction” exists between Status Quo and Searching for Alternatives - after the buyer realizes that their current product or service no longer meets their needs but before they have started the process of searching for alternatives.
Truly savvy sales professionals focus their efforts on getting to those who recently entered the “Window of Dissatisfaction” before the competition.
One way to make this happen is to focus on the Trigger Events that shift buyers out of “Status Quo” into the “Window of Dissatisfaction”.
Trigger Events, that shift buyers from someone who never would have bought from you yesterday into someone who is highly likely to buy from you today, fall into one of three different categories:
==> Bad Experience: The buyer has a bad experience with a product/service, with people, or with a provider. For instance, there may have been a product/service change that creates dissatisfaction.
==> Change / Transition: The buyer has a change or transition in people, places, or priorities. For instance, there may have been a change in the buyer at an account.
==> Awareness: The buyer becomes aware of the need to change for legal, risk-avoidance, or economic reasons. For instance: The person may have a new understanding that buying from someone like you is less risky than continuing to buy the existing solution.
Remember, in b2b, 'leads' don't work when selling something new in a downturn. You have to have the warm introduction and participation from executives, and create a sense that something is missing in the prospect's business without your solution.
Just as sports teams have fans, brands have evangelists.
And just as each fan feels a sense of ownership in the team, a brand evangelist has that same sense of ownership in the brand.
That sense of ownership gives brand evangelists a powerful incentive to see the brand succeed.
So the bigger question is how can YOUR company leverage a “Window of Dissatisfaction” and encourage THEIR customers to become brand evangelists?
Whatever “Window of Dissatisfaction” you discover tomorrow morning, have a GREAT day opening it.
Owen . . .... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ‘Curiosity is, in great and generous minds, the first passion and the last.’ ~~ Samuel Johnson . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . This communication is declassified from Frager Factor VIP, Sept-2008
For more information about the Frager Factor (a wholly owned subsidiary of the Frager Creative Group), please contact us at 561-620-8708 or visit us at http://www.frager.us . Thank you.