Stop Pitching, Start Listening
Why Great Sellers Diagnose Before They Prescribe
The much younger version of me was definitely guilty of what I now consider one of the cardinal sins of selling. Showing up to meetings with a slick deck and an overconfident pitch, ready to tell potential customers how great my solutions were. I cringe when I think about it now. I honestly believed that if I just laid out all the features and benefits, the deal would close itself. But here's the reality: nobody gives a shit about your solutions unless they solve a real problem for them.
As sellers, we often get caught up in pitch mode, focusing on what we want to sell rather than what the customer needs. But successful selling requires a strategic mindset. It’s not about throwing everything at the wall and seeing what sticks. It’s about envisioning the outcome—what success looks like for the customer—and then working backward to map out how you can get them there.
The world is flooded with terrible salespeople who jump straight to the pitch without taking the time to understand their customer’s pain points and future desires. This approach is fundamentally flawed. When you pitch first, you’re asking the customer to connect the dots between your product and their needs. It’s your job to guide them, to show how your solution aligns with their specific challenges and goals.
To sell effectively, you need to be more than just a product pusher, you need to be a strategist. And that starts with adopting a strategic mindset that prioritizes the customer’s success over your own desire to close the deal.
Here’s how you can start strategically selling:
Envision the Outcome: Before you even walk into a meeting, think about what success looks like for your customer. What are they trying to achieve? What challenges are they facing that are preventing them from getting there? By understanding their desired outcome, you can tailor your approach to guide them toward that goal.
Listen to Diagnose: Don’t just talk—listen. Ask questions that get to the heart of their needs and challenges. Your goal is to diagnose their pain points, not to pitch your product. This is where you gather the information you need to position your solution as the answer.
Strategize Backward: Once you understand the outcome the customer is aiming for, work backward to identify how your solution can help them get there. This isn’t about shoehorning your product into the conversation; it’s about thoughtfully aligning your solution with their specific needs.
Guide, Don’t Push: Position yourself as a trusted advisor who is there to guide the customer toward success. This means showing them how the dots connect between their challenges and your solution. When you take this approach, the sale becomes a natural byproduct of the value you’ve demonstrated.
Be the Anti-Salesperson: Reject the old-school mentality of pushing products. Instead, embrace a strategic mindset that prioritizes the customer’s success. The best salespeople don’t just close deals—they build long-term relationships by consistently delivering value.
We’ve all encountered enough bad salespeople in our lives—let’s choose not to add to that number. By adopting a strategic mindset, envisioning the outcome, and working backward to solve the problem, we can elevate our profession and achieve better results for our customers and ourselves.
Remember, selling isn’t just about making the sale; it’s about strategically guiding the customer to a solution that genuinely meets their needs. When you make it about them, you’re far more likely to succeed—and you’ll build lasting partnerships in the process.