Selling Basics: The Prospect to Buyer Disconnect

A client recently presented a difficult but common challenge this week:

“We’re seeing the same number of prospects as we have over the past several months; we’re just not converting the sales.”

Been there?

Her statement is based on the idea that a consistent flow of new prospects should translate into a steady stream of new sales. If only it were that easy!

The problem is that prospects and buyers are two different animals, and two different motivations drive them.

To solve this riddle, you need to burn this fact into your brain: Dissatisfaction Creates Prospects; Confidence Creates Buyers.

The Dissatisfaction Motivation

Why does anyone buy anything? The simple (but accurate) answer: because of the desire to improve their lives. So, if we are all motivated by the potential of an improved life, we can infer that something needs improving, that there is dissatisfaction, a problem, and pain.

That dissatisfaction, when severe enough, will drive us to seek a remedy. The couple, whose car is constantly in the shop, starts looking for options. The small business owner who cannot accurately keep track of her payroll surfs the web for a software solution. The CEO with damaged customer relationships asks colleagues about effective CRM platforms.

The point is that dissatisfaction is persistent, and once it shows up, it continues to gain steam until action is taken…and a salesperson is contacted.

The Confidence Booster

But that’s just the start of the journey, isn’t it? Getting someone to talk about what they want and need is no guarantee of a sale—a point validated in sales conversations around the globe, every second of every day.

If the dissatisfaction is so high, why is the conversion rate so low? It all comes down to one elusive element: confidence. dissatisfaction may get me to the dance hall, but only confidence will make me step onto the floor and move!

Buyer confidence (or lack thereof) is the key to every new sale. I can be experiencing all kinds of dissatisfaction, but if I have no confidence in your remedy, I will not take action.

Assessment Time

It comes down to two questions:

• How deeply do you understand the dissatisfaction your customers are experiencing?
• Are you building confidence in them with your remedy?

Get those two things right, and the sale will surely follow.