As a former buyer of corporate services for decades, I’ve seen countless sales conversations fail for the same reasons. The biggest mistake? Being too focused on yourself and your offerings instead of your prospect’s needs. When you’re fixated on pushing your products and services, you miss what they’re truly trying to convey. The magic happens when a prospect feels you understand their problem better than anyone else in your position. They need to believe you “get it” at a deeper level than your competitors. But this can’t happen when you’re busy thinking about what you’ll say next.

The Script Obsession

I give my clients sales scripts, but sometimes they become so focused on following the script that they stop actually listening. They’re stuck in their heads, thinking about the next question rather than being present in the conversation. If this happens to you, throw the script away and get curious! Why are they on this call? What do they hope to gain? What pain are they experiencing? Remember my mantra: “If there’s no pain, there’s no sale.” Your ability to hear and understand their unique situation is far more valuable than perfectly executing a memorized script.

The Money Fixation

When you’re constantly thinking about pricing, budget, and what you can sell them, you’re approaching the conversation with a scarcity mindset. This hampers your ability to listen effectively and understand their true pain points. I’ve watched clients get so focused on whether the prospect can afford their services that they miss critical information about what the prospect actually needs. Stop thinking about your bank account and start focusing on their problem – that’s where the real value in the conversation exists.

The Assumption Disaster

During my corporate buying days, I watched countless vendors completely miss the mark because they assumed they knew our needs without actually listening. When you impose your assumptions about their pain instead of uncovering their actual challenges, you strain the relationship and undermine trust. Do your homework before the call, but come with an open mind and ask deep, coach-like questions that drill down to the heart of their situation. The best sales professionals are curious explorers, not know-it-all experts.

The Missing Link

Here’s a critical insight: you must link their pain to their vision. There’s always a reason why what they’re doing isn’t working, and unless you can connect this to their goals, you won’t close the sale. For example, one of my clients worked with female finance executives who struggled with polish and presentation. The real pain wasn’t just about appearance – it was that this lack of polish was preventing career advancement. Without connecting these dots, the solution seems trivial. Ask them directly: “How is what you’re doing right now not supporting your ultimate vision?”

The Positioning Failure

Finally, you must position yourself as the captain of the boat that takes them from the island of pain to the island of pleasure (their future vision). If you can’t clearly articulate how your specific services bridge this gap, you’re missing a crucial piece of the sales puzzle. You need to understand both “islands” intimately – what’s happening now, what they want in the future, and what’s preventing the journey. Only then can you position yourself as the essential guide for their transformation. This is how you close sales consistently, not occasionally.

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