As salespeople, we’re taught to “identify the pain”—but if we aren’t careful, we end up selling to symptoms instead of identifying, understanding, and addressing the root cause. This limits our overall value and our likelihood of winning.
It’s easy to get lured into focusing on a specific problem or opportunity and dive into details too soon. Whether it’s an inbound lead or an outbound prospect, the person you’re speaking with is talking to you because they’re facing a trigger event—a problem or opportunity they believe you can help with. Most often, they start the conversation by focusing on that ONE THING:
Can you do this [one thing]?
Where have you done this [one thing]?
How much does this [one thing] cost?
If you aren’t disciplined in using a BIG-to-small approach, you’re immediately putting yourself in a box and likely being compared “apples-to-apples” against your competitors' pricing models.
If you lose, it’s likely because you were too narrow in your approach, and they found a solution that offers broader value. How many of you have lost to the status quo?
If you win, they’ll often ONLY see you as the expert in solving that ONE THING, rather than recognizing your full suite of services. How many of you have heard a current client say: “Oh, you can do [other thing]? I thought you only did [ONE THING]!”
Take Control of the Meeting
Start by clearly setting expectations. When I kick off a qualification call, I always outline the purpose and goals upfront:
"My goal today is to understand your company and what you’re looking to achieve. I’ll also share a bit about us so we can determine if there’s a good fit."
It’s a simple yet powerful way to establish control and structure for the conversation.
Start with WHY
Starting with WHY gives you immediate insight into the problem or opportunity they want to address. Let them talk, BUT (and this is the key) don’t dive into the weeds. This requires tremendous discipline.
Take a BIG-to-small Approach
Once they finish explaining their WHY for wanting to meet, acknowledge what you’ve heard (pains or desired gains), and then transition to the bigger conversation. This may feel awkward at first, but it’s essential.
It might sound something like this:
"I heard you say you’re looking for a solution to [ONE THING], but before I start asking follow-up questions, can you tell me more about your company, your department, and your role/responsibility?"
Understanding the broader context positions you as a partner capable of addressing more than just the immediate issue.
Maintain Your Positioning
Now that you have a more holistic understanding of their situation, it’s time to establish your positioning before moving to your follow-up questions.
This prevents you from being pigeonholed into that ONE THING and helps both parties evaluate alignment and fit—without getting emotionally attached to just one problem.
In Conclusion
Don’t take the bait on the small, shiny pain. Take a step back to see the whole picture.
How and where you invest your time is critical, and it starts with taking and maintaining control of the sale. By using a BIG-to-small approach and keeping your positioning clear, you avoid racing to solve one problem, which allows you to build long-term, strategic relationships that lead to bigger opportunities.
Go Deeper
Carver Peterson helps growth-minded leaders and organizations achieve predictable and sustainable revenue growth through a refined strategy, defined process and aligned structure.
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