Do you actually understand your buyer's problems?

When scouring through sales literature there’s always talk about active listening. Studies show that active listening is crucial for deal success, but it’s easier said than done. In my eyes people neglect the importance of active listening because hearing themselves talk is more pleasurable than dealing with objections, and they underestimate the consequence of not listening with intent.

This study highlights the misalignment between executive buyers and sales people: A survey by Forrester Research shows that a shocking 77 percent of executive-level buyers believe that salespeople they work with don’t understand their problems and therefore are unable to present solutions that buyer’s need. Despite countless conversations and zoom meetings, sales people seem to talk past their prospects on an executive level.

After reading this, I needed to reflect on whether the executives I talked to feel the same way about my demos–I can certainly identify times where I pitched to sell, not to solve the buyer’s problems. I'm better off when trying to really understand what truly drives the decision maker in the discovery.

What are the biggest challenges they face – it’s not always scaling, not every company wants to scale. Some want to keep their employees happy and stay afloat. Understanding their challenges and aspirations will undoubtedly make your pitch more powerful. But it really takes a form of presence and mindfulness to execute on this.

I also learned not to be afraid of why my product might not be the best fit and what could be the downsides of the investment. Ironically this can increase trust and the likelihood that you will advance the sale, as long as you don’t overdo it. This is much better than just hearing out a buying signal and then taking it as a sign to pitch until the end of the call.

In my mind, I would rather work with someone who demonstrates a deep understanding of my challenges, who has done the research and who makes me feel heard. Buyer’s buy on how you make them feel, above how great your solution is.

In summary, here’s a passage from David Hoffeld that succinctly summarizes this approach:

“The more a message aligns with what actually matters most to that audience, the more persuasive it will be. This pattern of assuming we know what matters to others is a trap that many salespeople fall into.“

According to Hoffeld, many salespeople do not obtain an adequate understanding of what truly matters to their buyers, so they are unable to explain how they can deliver positive outcomes in a way that resonates with potential clients. In a longer sales cycle you’ll want to make sure you continue to be aware of their evolving needs and perspectives.

Happy selling, and remember if you found this valuable don’t be afraid to share it with other’s.