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:

  1. Status Quo:Status Quo is when a potential buyer perceives their current product or service meets or exceeds their needs.
  2. 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.
  3. 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.

Craig Elias discusses more about the Window of Dissatisfaction, and how when you notice it, you’ve got the beginnings of a competitive edge.