Discussing dissatisfaction during the sales process refers to uncovering any frustrations, complaints, or concerns a prospect may have with their current solution, vendor, or service. Assessing dissatisfaction highlights areas of need or gaps that present opportunities for a new provider to deliver a better overall experience.

Buyers may experience dissatisfaction due to poorly matched solutions, lacking capabilities, inadequate support, unmet promises, or cultural disconnects with their current provider. Savvy sales teams directly ask targeted questions to draw out dissatisfaction and associated pains that can be persuasively addressed.

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