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In the world of sales, there’s a common pitfall that many professionals fall into: the relentless focus on pitching their product or service rather than seeking to understand the client’s perspective. As a sales professional, coach and author, I’ve observed this trend repeatedly. The truth is, the key to successful selling isn’t just about how well you can present your product, but how deeply you can connect with and understand your client’s needs and challenges.

The Importance of Seeking Perspective

The process of seeking a client’s perspective is often encapsulated in what we call discovery, qualifying or purposeful questions. This isn’t just a procedural step — it’s the cornerstone of effective selling. The more we understand, the better we can serve, help, and ultimately, sell. Unfortunately, many salespeople rush through this stage. They might ask a few standard questions like, “What do you like or dislike about your current provider?” or “What keeps you up at night?” But then, they quickly move on to their pitch.

Let’s be honest, while the pitch might be polished and compelling, if it doesn’t resonate with the client’s specific needs and perspectives, it’s unlikely to be successful. It’s akin to a doctor prescribing medicine before making a diagnosis. It’s not just ineffective; it’s counterproductive.

Relationship Selling: Beyond the Basics

Top sales professionals understand that relationship selling transcends lunches, dinners and tickets to the hottest events. It’s about proving your value to a client’s business. It involves asking meaningful questions that delve deeper than surface-level inquiries, aiming to uncover the real challenges and needs of the client.

Asking the right questions not only helps in tailoring your offerings to the client’s needs but also demonstrates that you value their situation and are committed to providing personalized solutions. It’s about shifting from a “tell” mindset to an “ask” mindset. This approach positions you as a consultant rather than just another salesperson.

Two Key Reminders for Sales Success

1. Be part of the consideration, not just the presentation — Engage in the conversation by listening and understanding, not just by waiting for your turn to speak. Your goal should be to become a trusted advisor whose opinions and suggestions are valued because they are tailored to the client’s specific business needs.

2. The more you understand, the more you will sell — This simple truth is at the heart of effective selling. The depth of your understanding directly influences your ability to sell effectively. It’s about making your client feel heard and understood, which builds trust and opens up opportunities for genuine solutions.

Practical Tip: Evaluate Your Approach

A practical way to improve your sales technique is to record your next sales call. Analyze how much time you spend asking genuine questions versus how much time you spend pitching your product or service. Aim for a balance that leans more heavily on understanding the client’s needs through thoughtful questions. This isn’t about leading the client to a predetermined conclusion but about exploring their needs and how you can genuinely meet them.

Conclusion

Embracing the perspective that “selling is serving” can transform your approach and success rate in sales. By focusing on what your clients need and how you can genuinely help them, you move beyond transactional relationships to meaningful partnerships. Keep selling, keep serving, and remember that the best sales strategies are those that prioritize the client’s perspective over a rehearsed pitch.

MANA welcomes your comments on this article. Write to us at [email protected].