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The
Consultative Sales Process The Wizard of Oz Effect We refer to the phenomenon that results as the Wizard of Oz Effect, or WOE, for short. After the client interview meeting, sales advisors disappear from client’s view, like the Wizard of Oz behind the curtain, to consult their computers and prepare printouts and proposals, while their clients must go home, or back to their offices and wait.
(click the graphic to enlarge) The picture above illustrates the two ‘touches’ involved that result in WOE: (A) the client interacts with the advisor, and (B) the advisor interacts with technology—away from the client. And woe has greeted many sales advisors who came back to demonstrate their products and services with static graphics and spreadsheets only to discover they hadn’t identified all of their clients’ concerns, or anticipated their ‘what if ’ questions. So, they go back to their computers and perform new analysis, while their client goes home, and waits—again…and again. In fact, almost any new information or changes send the Wizard back behind the curtain to perform additional analysis, delaying decisions, and sales—frustrating both clients and sales advisors. |
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