Practical Sales Training™ > How To Lose The Sale> The “I didn’t know you sold that” Problem
What is it?
The I Didn’t Know You Sold That problem happens when a potential or existing client buys something from another supplier simply because they had no idea you offered it. It is one of the most frustrating and preventable causes of lost sales. The client trusts you, likes your service, and would have happily bought from you, but they didn’t realise you could meet that particular need. The problem isn’t competition, it’s communication.
How does it work?
This issue usually appears when your products or services are not clearly explained or regularly promoted. Clients remember the first thing they bought from you, but unless you remind them, they may not connect you with your full range of offerings. Over time, that creates blind spots where they assume “you only do X.”
It’s a visibility problem, not a performance problem. You can deliver excellent results, but if you don’t clearly show everything you sell, buyers will fill in the gaps themselves. They might see a new need arise, go searching, and unintentionally overlook you in the process.
How can you use it?
Prevent the I Didn’t Know You Sold That problem by consistently communicating the full picture of what you do.
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Show your range: Include all services or products in your proposals, email signatures, and onboarding packs.
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Educate regularly: Share case studies or stories that highlight different parts of your offer.
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Cross-promote: When a client buys one thing, show them how another service complements it.
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Use reminders: Send occasional “Did you know we also…” emails or include a visual menu in your newsletters.
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Train your team: Make sure everyone in your business can confidently explain your full offering.
The I Didn’t Know You Sold That problem costs nothing to fix but can recover a huge amount of lost revenue. Every time you make what you sell more visible, you make it easier for people to buy from you again.
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