Providing Space for Dissatisfaction

“Our current provider is great. We are really happy with them. Like I told you, we’re really not thinking about changing right now.”

5 minutes later . . .

“They’re really good. We’ve worked with them a long time.”

5 minutes later . . .

“There is this one area where we would like a better result. We do have a few challenges.”

5 minutes later . . .

“We’re really having a tough time here. We need a better result. This is important. Our current provider isn’t getting this done for us.”

When you first sit down with a contact inside your dream client, they don’t know you. You are a stranger (but hopefully you are known and your are known for the value you create). You can’t expect your new contact to bury their current supplier right out of the gate. And there is a reason to be concerned if they do.

As you demonstrate your ability to listen and respond without judgment and without pitching them prematurely, they feel safe in opening up a little more. Remember, you are likely sitting across from the person who chose your competitor.

Your dream client contact can get to this point with very little help from you if you let them. Sometimes when you push hard to create a gap between your dream client’s current state and a better future state, you cause them to resist and defend what they are doing, as well as their current provider.

Selling is influence or persuasion, not force. In all human relationships, fast is slow and slow is fast. Make space for dissatisfaction.