One of the most common reasons that salespeople lose deals is that they are concentrating on their solution instead of the client’s problem. Sales pros spend their time in a discovery meeting to fully understand the challenges and problems of the prospect before talking about their solution.
In the discovery meeting you should be asking excellent questions, carefully prepared, in sequence, which are geared to give you a thorough knowledge of the challenges and problems the prospect is facing.
Seek clarity before pitching the solution your product or service provides. An excellent practice to gain clarity is to repeat back the client’s challenges as you understand them. Ask additional questions to confirm and corroborate.
Once you have a mutual agreement on the most-pressing problem, then you’ve earned the prospects trust to present your product of service’s solution.