Let’s talk about the image up top for a sec.
You’ve been that guy, haven’t you?
He’s hearing words—but not listening.
Because what’s being said isn’t worth listening to.
Here’s the kicker: if your prospect feels like that guy, your opportunity is already slipping away.
You’ve spent years honing your pitch. You know your product inside and out. You’ve got stories, stats, features, benefits, ROI calculators… the works.
Here’s a truth most experienced salespeople need to be reminded of:
The more you talk, the less your prospect has to.
And if your prospect’s not talking, they’re not buying in.
The Fix? Better Questions. Fewer Speeches.
Let’s stop calling them “discovery calls” if we don’t actually discover anything.
When was the last time you walked out of a call knowing what your customer actually cares about—not what you assumed based on their industry or title?
It’s time to flip your script.
Ask Questions That Make Them Think
Not “what’s keeping you up at night?” (Yawn.)
Try “What’s changed in the past 6 months that caught you off guard?”
Or “What would your team cheer about if it magically disappeared tomorrow?”
See what happens when you stop asking from a script someone else wrote and start asking like a human?
Now they’re thinking. They’re talking.
And you? You’re learning. Guiding. Then Selling.
Listen Like a Detective, Not a Debater
Once you get them talking, shut your mouth and turn up your ears. Your job isn’t to wait for a pause so you can dive into your value prop
it’s to dig deeper.
Echo their words.
Ask follow-ups.
Go one level deeper than most salespeople dare.
People buy when they feel heard.
And no one ever felt heard during a “blah blah blah” monologue.