05-18-2026ASK THE EXPERTS

Stop selling what you think your customers need and start doing this instead

Give them what they want.

[Source Image: Adobe Stock]

I used to think I was a great salesperson because I had all the right answers. I knew my product inside and out. I could explain every feature, every benefit, every reason someone should say yes. And I did what most people do—I led with that. Confident. Certain. Ready to convince. And I lost deals I should have won.

I remember one pitch early in my career like it happened yesterday. I walked into the room fully prepared. My slides circled the room like a victory lap. I spoke for ten minutes........

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