For over twenty years, I’ve helped sales teams achieve extraordinary results through consultative selling. One key lesson I’ve learned is that
the real magic happens in discovery, not in the presentation. Too many salespeople rush to pitch their solutions without fully understanding what the client actually needs.
The biggest mistake I see is when salespeople are in "broadcast mode" rather than "receiving mode." They ask a few quick questions, accept the first answer, and move straight into their pitch. But here’s the truth: sales are won in discovery. The more time you spend learning about the client's world, the more effective your solution will be.
When you take the time to ask open-ended questions and encourage deeper conversations, something powerful happens—clients start to clarify their own needs. Often, the first answer isn’t the full truth, and people need to talk things through to get clear on what they really want. The more a client talks, the closer you get to understanding their real challenges, which means you’re better positioned to solve them.
Next time you’re in a meeting, shift your focus. Spend more time asking and listening than talking and presenting. Your goal is to uncover opportunities, not just deliver a pitch. Sales are won in discovery—not in presentation.
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