--- title: On Latent Dissatisfaction and Dissatisfaction | The Sales Blog description: The primary reason insight-based selling is so hot right now is because there is so much latent dissatisfaction. It’s difficult to create opportunities without a reason to change. Your prospective clients have plenty to be dissatisfied about, but they may not yet be aware of how much better their results could–or should–be. When they’re stuck, […] image: https://www.thesalesblog.com/hubfs/Imported_Blog_Media/shutterstock_65072626.jpg --- ### [Now booking SKO meetings for 2026/27! 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It’s difficult to create opportunities without [a reason to change](http://thesalesblog.com/blog/2013/05/03/what-dissatisfaction-means-part-two/). Your prospective clients have plenty to be dissatisfied about, but they may not yet be aware of how much better their results could–or should–be. When they’re [stuck](http://thesalesblog.com/blog/2012/02/28/the-status-quo-the-most-dangerous-threat-to-your-deal/), it makes sense to [create that awareness](http://thesalesblog.com/blog/2012/02/17/prerequisites-to-provocation/). It is an effective choice for creating an opportunity, and it can set you apart. Especially when you have something compelling to offer in the way of improvement. But this does not mean that you always need to provide insights. Some of your prospects are already dissatisfied. They know what they need to improve, they know how they need to improve it, and they know what they need from a partner. You can create an opportunity by [collaborating](http://thesalesblog.com/blog/2013/03/16/on-conflict-and-collaboration/) with these prospects and by helping them with a solution. There isn’t any reason to pretend that they have latent dissatisfaction so you can teach them something, unless it directly helps them get what they already want or establishes new priorities. But there is more to be gained from helping prospects who are dissatisfied and know it. You can gain powerful insights and knowledge from them—if you are open to learning instead of teaching. You can share what you’ve learned from these clients with other prospects, some of whom will benefit greatly from what you learned. You take your prospective clients where find them. If they aren’t dissatisfied, you help them see new possibilities. If they are already dissatisfied, you collaborate with them and help the find a path forward. All the while learning as much as you can so you gain the business acumen and situational knowledge to help others more effectively in the future. #### Questions What are the problems your prospective clients have but have not yet recognized? How do you help them recognize the better performance that is available to them? What have you learned from prospects who were dissatisfied and knew exactly what they needed? What have you learned from serving some clients that would benefit your prospects? ###### Tags: [Sales](https://www.thesalesblog.com/blog/tag/sales) [2014](https://www.thesalesblog.com/blog/tag/2014) Post by [Anthony Iannarino](https://www.thesalesblog.com/blog/author/anthony-iannarino) on January 28, 2014 Written and edited by human brains and human hands. ![Anthony Iannarino](https://www.thesalesblog.com/hubfs/ai-blog-profile-crop.jpg) Anthony Iannarino is an American writer. He has published daily at [thesalesblog.com](https://www.thesalesblog.com) for more than 14 years, amassing over 5,300 articles and making this platform a destination for salespeople and sales leaders. Anthony is also the author of four best-selling books documenting modern sales methodologies and a fifth book for sales leaders seeking revenue growth. His latest book for an even wider audience is titled, The Negativity Fast: Proven Techniques to Increase Positivity, Reduce Fear, and Boost Success. Anthony speaks to sales organizations worldwide, delivering cutting-edge sales strategies and tactics that work in this ever-evolving B2B landscape. He also provides workshops and seminars. Connect with Anthony on LinkedIn, X or Youtube. You can email Anthony at [iannarino@gmail.com](mailto:iannarino@gmail.com) [Follow me on my website](https://www.thesalesblog.com/anthony-iannarino) [Follow me on Facebook ](https://www.facebook.com/thesalesblog) [Follow me on LinkedIn ](https://www.linkedin.com/in/iannarino/) [Follow me on Twitter ](http://www.twitter.com/iannarino) [![AISA-square-ad-SKOs-26-27](https://www.thesalesblog.com/hs-fs/hubfs/AISA-square-ad-SKOs-26-27.jpg?width=400&height=400&name=AISA-square-ad-SKOs-26-27.jpg)](https://www.thesalesblog.com/authority) [![ai-cold-calling-video-sidebar-offer-1](https://www.thesalesblog.com/hs-fs/hubfs/ai-cold-calling-video-sidebar-offer-1.jpg?width=318&height=179&name=ai-cold-calling-video-sidebar-offer-1.jpg)](https://www.thesalesblog.com/free-cold-calling-video) ![salescall-planner-ebook-v3-1-cover (1)](https://www.thesalesblog.com/hs-fs/hubfs/salescall-planner-ebook-v3-1-cover%20(1).jpg?width=768&height=994&name=salescall-planner-ebook-v3-1-cover%20(1).jpg) ### Free Sales eBook: Sales Call Planner Planning your sales call improves the likelihood of making a successful call, and it demonstrates to your dream client your professionalism. 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What we’re doing right now **is working**, even in this challenging economy. **Would you like some help?** [![Solve for Sales](https://no-cache.hubspot.com/cta/default/2922376/d3a4938b-2008-4a27-8b44-7b2223f6d035.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/d3a4938b-2008-4a27-8b44-7b2223f6d035) ### Join my Weekly Newsletter for Sales Tips Join 100,000+ sales professionals in my weekly newsletter and get my *Guide to Becoming a Sales Hustler* eBook for FREE! --- ```json { "@context" : "http://schema.org/", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Anthony Iannarino" }, "dateModified" : "2021-09-17T1:53:40 PM", "datePublished" : "2014-01-28 22:30:07", "description" : "The primary reason insight-based selling is so hot right now is because there is so much latent dissatisfaction. It’s difficult to create opportunities without a reason to change. 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