Sales success doesn’t come from a better pitch. It comes from asking better questions and truly understanding what your prospect values.
Why Most Sales Pitches Miss the Mark
Too many sales conversations fail because they start with the solution instead of the problem.
To sell effectively, you must first uncover what your prospect actually values, not what you think they value. A product, service or slick presentation won’t resonate unless it solves a problem that costs them time, money, energy or frustration.
The Three Layers of Value
To get to the heart of what matters, you must uncover three layers: Needs, Desires and Wants.
1. Needs: The Rational Foundation
Needs are the essential problems your prospect must solve to keep their business running.
Examples include compliance requirements, outdated systems, poor performance or rising costs.
But here’s the catch! People rarely buy just to meet a need. If they did, the cheapest and fastest option would always win. It doesn’t.
2. Desires: The Emotional Drivers
Desires are the emotional motivators. People want to feel capable, forward-thinking, admired or in control.
A business owner may need a more efficient system but they may desire to be seen as innovative or “on top of things.”
Desires are rarely revealed with a simple “What are you looking for?” question. You need curiosity, empathy and persistence to uncover them.
3. Wants: The Stated Shopping List
Wants are what the prospect says they want: a faster service, a new CRM or a lower price.
But beware: what they think they want might not solve the real problem.
The best sales professionals go beyond the surface by asking “Why do you want that?” and often discovering a deeper issue that needs addressing.
How to Uncover True Value
- Ask better questions: “What’s driving this change now?”, “What happens if nothing improves?”
- Listen, don’t interrupt: Silence encourages prospects to reveal more.
- Go three layers deep: Keep asking “Why?” to find the real drivers of action.
- Look for emotional signals: Changes in tone or body language often reveal what truly matters.
The Role of Emotion and Logic
Emotion drives the initial decision to buy, while logic justifies it later — both to the buyer themselves and to others. If you fail to connect emotionally, your pitch will lack impact.
Why This Approach Works
When you align your solution with both the rational needs and emotional desires of the prospect, you build trust. You stop being a salesperson and start being a problem-solver. Someone who “gets it.”
Customers don’t like being sold to. But they love buying from people who understand their world, their problems and how to solve them.
Final Thought
If your sales aren’t converting, don’t jump to a flashier pitch. Start by asking a better question and keep asking until you uncover what truly matters.