There’s a simple truth in sales: Give people what they want, not what you know they need.
As part of my role as a “fractional sales director”, I listen into calls consultant make with a view improving their results.
I recently listened to a number which highlighted the trap many of us as “experts” fall into during sales conversations.
Liz, (not her real name) has a great deal of experience as a financial planner.
As an expert, she attempts to show her depth of knowledge and goes into “consulting mode” rather than focusing on why the person wants to invest, their goals and fears.
She wants to solve all the problems. Mapping out the entire strategy.
Fixing the foundation and the roof.
But here’s the thing: That much information, that early, often backfires.
It overwhelms, it confuses, and a confused prospect never buys.
I said…
“What’s the one thing they’re trying to solve right now?”
Start there. Identify the biggest, most pressing issue standing in their way.
Then offer a simple, fast path to progress – just enough to create a result or a meaningful shift.
Because when you do that, two important things happen:
- You demonstrate real value – fast.
You’re not just talking theory. You’re helping them move forward. - You give them an experience of working with you.
And that’s more powerful than any proposal, pitch deck, or sales script.
This isn’t about withholding value. It’s about delivering it in a way that’s digestible, relevant, and wanted.
Once trust is built and momentum kicks in, then you can expand the conversation to those deeper needs – the ones they actually need help with.
But first? Earn the right to go there.
If you’d like my help improving your sales results, so you close more high value deals in less time, give me a call on 0414 913 334.
