ose a sale if we reach the buyer when they are in the Window of Dissatisfaction stage vs. when they are in the Searching for Alternatives stage. Why is this important for marketers? One reason is that because information is so readily available on the internet and from our various networks (both online and offline), decision makers are much further along the path to the Searching for Alternatives mode before they ever talk to a salesperson. This is similar to the ideas that Ardath Albee wrote about in eMarketing Strategies for the Complex Sale.

There are plenty of examples and worksheets to help you apply the principles in the book to your particular situation. I found the ideas in the book to be congruent with what we teach in Duct Tape Marketing and what I’ve learned in Sandler Sales Training. There is plenty of good information here, but you will need to do some work to incorporate it into a system of your own and use it consistently to reap the benefits.

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