Insights & Tips

Already a subscriber? Login

Become a subscriber and unlock an information arsenal focused on making your sales operation more effective.

Why Satisfied Customers Still Defect

In a subscriber-only training seminar, “Getting Serious About Sales Effectiveness,” an attendee posed an interesting question about customer defection…

“Why would a B2B customer defect if they are saying they’re satisfied?”

This is a great question because too many business people believe that the concept of “customer satisfaction” and the concept of retaining and growing wallet-share are directly linked. And they are—just not in the way everyone thinks.

You see, everyone knows that dissatisfied customers are at-risk for defection, right? But all-too-often, people also believe the inverse—that satisfied customers are NOT at-risk for defection.

While the former is certainly true, the latter is simply a delusion. You can meet a customer’s expectations all day long and still lose their business when they have other expectations, or when someone else does an even better job of meeting their expectations.

In a B2B environment, a satisfied customer may defect when they think you don’t have the products they need. You may actually have what they need, or can get it, but they’re just not aware of that fact and it’s just easier to go somewhere else.

They’ll defect when somebody offers them even better service or terms than they’re getting from you. Your service and terms may be perfectly “satisfactory”—they meet expectations—but this other company is just offering something even better.

There could be procurement rules that require splitting volumes and purchases amongst multiple suppliers to mitigate risk.

And, there are situations where customers won’t want to vocalize or signal their intentions—for fear that if you suspect they’re engaging with other suppliers that it will somehow impact their preferred status, or their current supply and pricing agreements with you.

The point is, there are lots of reasons why customers will say one thing and do another. But their wallet—their purchasing behavior—always tells the truth.

Get Immediate Access To Everything In The SellingBrew Playbook

Related Resources

  • Getting Your Salespeople to Price Better

    Chances are, the behavior of your salespeople will ultimately determine whether pricing strategies are effective or not. In this on-demand training seminar, learn proven approaches and strategies for getting your sales team to price and discount far more effectively.

    View This Webinar
  • Exploring the Principles of Sales Process Excellence

    There's a big difference between just "trying to improve" in a general sense and using a fact-based method for driving systemic improvement. In this expert interview, Michael Webb discusses applying the time-tested principles of process improvement to B2B sales.

    View This Interview
  • Beyond the Hype of Marketing Automation Tools

    Marketing automation tools can be very powerful and beneficial. But are these toolsets really the answer to all of our lead generation woes? In this interview with Dan McDade, the author of The Truth About Leads, we cut through the hype surrounding marketing automation tools and discuss their proper role in lead generation.

    View This Interview
  • A Modern Approach for Fixing a Costly Revenue Leak

    We recently went through a virtual negotiation training program that can help close the massive skills gap between buyers and sellers. In this research brief, we share our impressions and recommendations.

    View This Research