Sell by Solving, Not Pitching
In the world of sales, clients will often share their headaches and challenges with you. They’ll open up about their priorities, struggles, and goals—not necessarily because they expect you to solve all their problems, but because they’re seeking understanding and solutions. It’s important to remember that their priorities are theirs, not yours. Sometimes, you may not be able to help directly, but referring them to someone who can—or simply listening with empathy—gets you one step closer to building trust and eventually securing that deal.
Prioritize the Client’s Needs Over Corporate Pressure
There will be times when your organization pushes you to sell a specific service or product line. This can be a tricky position to navigate, especially if you’re unsure whether that offering aligns with your client’s needs. Rather than pushing an ill-fitting solution, wait until the client communicates a need. When the opportunity arises, you can casually introduce the corporate request as part of your response and gather valuable feedback from the client.
If you’ve built a strong rapport and used your touchpoints wisely, clients will often tell you exactly what they need. It’s less about guessing and more about letting the relationship guide the conversation.
Let Them Tell, Then You Solve
Once you’ve introduced yourself and your company, clients can usually infer the types of products or services you support. However, they may not always get it right—and that’s okay. The key is to let them articulate their needs first. Your job isn’t to push a product but to offer a solution.
If they express a need that your company doesn’t currently address, consider referring them to a trusted partner or exploring whether your company can adapt. While many organizations resist custom solutions for every client, there may be room for compromise, creating a win-win situation for both parties.
The Power of Listening to Solve Problems
Listening is one of the most underrated yet powerful tools in sales. Here are some trending practices for solving through listening rather than pushing your own products:
Ask Open-Ended Questions: Encourage clients to share more about their challenges and goals. Questions like, “What’s the biggest hurdle you’re facing right now?” can open the door to valuable insights.
Mirror Their Priorities: Reflect back what the client has shared to show you’re actively listening. For example, “It sounds like streamlining your operations is a top priority right now. Is that correct?”
Be Patient: Not every interaction will result in an immediate sale. Building trust and understanding their needs over time sets the stage for future opportunities.
Avoid the Hard Sell: Clients can sense when they’re being pushed into a sale. Instead, focus on being a helpful resource. Offer solutions that fit, even if it means recommending something outside your company’s offerings.
Build Long-Term Partnerships: By prioritizing the client’s needs over short-term gains, you position yourself as a trusted advisor. This approach often leads to repeat business and referrals.
Listening as a Path to Collaboration
Ultimately, sales isn’t about selling—it’s about solving. When clients feel heard, they’re more likely to trust you and see you as a partner in their success. By letting their priorities guide the conversation, offering thoughtful solutions, and respecting their timeline, you’ll create lasting relationships that benefit both sides.
Remember, the best deals often come not from pushing products but from truly understanding the problems your clients need to solve.