There’s a simple but powerful maxim in sales:
Give people what they want, not what you know they need.
If you’re a consultant or advisor, this runs counter to everything your expertise screams at you to do. After all, you can see the full picture. You know what they need to fix, change, build, or remove to get better results. So the natural instinct is to “go the whole hog” — map it all out, explain every step, and demonstrate your value by showing just how much you can do.
But here’s the hard truth: that approach generally backfires.
When you dump everything you know onto a prospective client, even with the best intentions, you overwhelm them. They tune out. They freeze. Or worse, they feel inadequate or unsure what to do next.
And a confused prospect never buys.
Chances are you’ve probably experienced this yourself.
The conversations going well. You’ve spoken about your issues and what you want instead. Now the consultant/salesperson dumps an 8-phase project plan, complete with acronyms and dependencies in a long monologue. (I’ve reviewed calls where this went for 7 to 10 minutes without a pause!)
What felt solvable now feels complex. Risky. Expensive. And emotionally, your buying energy dies.
So how do you shift gears?
- Start with What They Want
Your first job is to listen. Not just for what’s said — but for what’s felt.
What do they believe their biggest issue is?
What do they think the solution should look like?
Meet them there.
It might not be the whole truth. It might not be the core issue. But it’s the doorway in. If you try to drag them to the finish line before they’re even ready to start the race, you lose them.
- Prioritise Ruthlessly
Yes, there are probably 12 things they need to fix.
But what’s the one or two that, if solved, would create momentum?
What’s the most important right now?
That’s your starting point. Narrow the focus, create clarity, and make progress fast.
- Deliver a Quick Win
Speed matters. Prospects need to feel the shift — in thinking, clarity, action, or even just relief — quickly.
This does two important things:
Demonstrates immediate value: You’ve helped solve something quickly and efficiently, without creating more noise.
Gives them a taste of working with you: People buy on emotion and justify with logic. They need to feel what it’s like to work with you. How you make things simpler. How you make them feel safe, smart, supported.
The Bottom Line is If you want to sell more — and serve better — stop overloading. Start prioritising.
You’ll not only win more business, but you’ll also create happier, more loyal clients who stay longer and refer more often.
Because in the end, it’s not about showing off what you know.
It’s about helping them take the next step they’re ready for — and making it feel like progress.
