Practical Sales Training™ > How To Lose The Sale > The “I Didn’t Know You Sold That” Problem
The “I Didn’t Know You Sold That” Problem
A client likes you. They trust you. They’ve bought from you before. So when a new need comes up, they go and buy it from someone else. Not because that supplier is better. Because they didn’t know you did it too.
That’s the “I Didn’t Know You Sold That” problem. It’s one of the most common and most avoidable ways to lose revenue. The frustrating part is that the buyer wasn’t lost to a competitor on price or quality. They were lost because of a gap in communication.
The problem isn’t your product. It’s your visibility. And visibility is something you can fix.
What Is the “I Didn’t Know You Sold That” Problem?
It happens when a buyer purchases something from another supplier that you also sell. They simply didn’t know you offered it. As a result, you lose a sale that was almost certainly yours to win.
It can happen with new prospects who haven’t seen your full range. But it also happens with existing clients who’ve worked with you for years. They know you for the one thing they bought first. So over time, they build a picture of you that’s too narrow.
The buyer fills in the gaps themselves. When they need something new, they don’t think of you. They think of whoever sold it to them last time. That’s the gap you need to close.
Why Does the “I Didn’t Know You Sold That” Problem Work Against You?
Buyers form a mental shortcut for every supplier they use. For example, if they first bought training from you, they think of you as a training company. When they need something else, that shortcut leads them away from you before you even get a chance.
This is a natural part of how people think. They categorise to save time. But it costs you money when your category is too small. The risk grows the longer a client stays with you without hearing about your full offer.
There’s also a confidence issue. When buyers don’t know your full range, they feel less certain about recommending you. They can only refer you for what they know you do. So the problem doesn’t just cost you direct sales. It reduces your referrals too.
How Can You Use the “I Didn’t Know You Sold That” Problem In Sales?
The fix is simple: make your full offer visible, consistently and early. Here’s how to do it in practice.
Show Your Full Range From the Start
Include all your services or products in proposals, onboarding packs, and email signatures. Don’t wait for a client to ask. Show them everything you do before they have a chance to go elsewhere. A one-page summary of your full offer can do a lot of work here.
Cross-Promote When You Close a Sale
When a client buys something from you, that’s the best time to show them what else you offer. They’re engaged, they trust you, and they’re thinking about their business. So use that moment. A simple line like “while we’re setting this up, it’s worth knowing we also help with…” can open a door that stays shut otherwise.
Use Regular Reminders
Send occasional “Did you know we also…” emails to your client base. Add a visual menu to your newsletter. Include a services list in your review meetings. These reminders don’t need to be pushy. They just need to exist. Because if you don’t remind them, they’ll forget.
Share Stories That Show Your Range
Case studies are one of the best ways to expand how buyers see you. When you share a story about a client who used a different part of your offer, it plants a seed. Similarly, short posts or emails that say “here’s a problem we solved last month” keep your full range front of mind without a hard sell.
Train Your Whole Team
Everyone in your business should be able to explain your full range simply and clearly. If your team only talks about what they personally deliver, buyers only see that slice. Instead, make sure every touchpoint gives a wider view of what you do.
When the “I Didn’t Know You Sold That” Problem Works Against You Most
It’s worst with long-standing clients. The longer someone has bought from you, the more fixed their idea of you becomes. They’ve built a habit of using you for one thing. So unless you actively update that picture, it stays the same.
It also hits harder in businesses with a wide range of products or services. The more you offer, the bigger the gap between what buyers think you do and what you actually do. However, this also means the upside of fixing it is much larger.
Fast-growing businesses face it too. When you add new services, your existing clients often don’t hear about it. They’re busy. They’re not checking your website for updates. So the responsibility to tell them falls entirely on you.
When the “I Didn’t Know You Sold That” Problem Becomes Dangerous
It becomes a serious issue when it causes you to lose a client entirely. They find a supplier for the thing you didn’t mention. That supplier then cross-sells into the areas you do cover. As a result, you lose ground you’d already won.
It’s also damaging when it affects how buyers talk about you. If they only recommend you for one thing, your referral pipeline narrows. Over time, that shapes how the market sees you. You get known as a specialist in one area when you’re actually far broader.
The longer you leave it, the harder it is to change the impression. So the best time to fix it is now, before another sale slips through the gap.
Common “I Didn’t Know You Sold That” Mistakes
Assuming Buyers Will Look for Themselves
Buyers don’t browse your website to see what’s new. They’re busy. When a need arises, they act quickly. So if you’re not putting your full range in front of them, you can’t expect them to find it on their own.
Only Talking About What You’re Selling Right Now
It’s easy to focus all your content and conversation on your current priority. But this trains buyers to think of you as a single-product business. Instead, make sure your communications regularly reference the broader picture of what you do.
Waiting for the Right Moment to Mention It
A lot of salespeople hold back, thinking there’ll be a better time to bring up other services. There rarely is. The right moment is early. It’s in the onboarding call, the proposal, the first review. Because if you wait too long, the buyer has already decided where to go.
Thinking Loyal Clients Already Know
Long-term clients are often the most at risk here. You assume they know everything you do. But their picture of you was formed early and hasn’t been updated since. So they’re the ones most likely to buy something elsewhere that you could have provided.
The “I Didn’t Know You Sold That” Problem – An Example
A sales training company has worked with a client for two years, running workshops for the sales team. The client then hires a consultant to help them with their sales messaging. The training company offers that exact service. But the client never knew.
When the training company finds out, they mention it in the next call. The client is surprised and a little embarrassed. “We had no idea you did that,” they say. As a result, the training company adds a simple one-page services overview to every proposal and onboarding pack going forward.
Within six months, three existing clients buy additional services they didn’t know were available. The fix cost nothing. The gain was significant.
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