One of the biggest challenges in sales isn’t identifying a prospect’s problem—it’s getting them to feel the urgency to solve it. Many buyers acknowledge they have an issue but often downplay the consequences of leaving it unresolved.
For example, a prospect may say, “Our cleaning company is dropping the ball, so we’re just looking at other options right now.” While this statement acknowledges a problem, it also suggests that they don’t see an immediate need to take action. They assume they can fix it later or that switching providers isn’t an urgent priority.
Your job as a salesperson isn’t just to offer a solution—it’s to make them realize that waiting has real consequences. If they believe they can fix their problem “whenever,” they’ll delay making a decision. Your role is to shift their mindset from “I’ll handle this eventually” to “I need to solve this now.”
Asking Questions That Bring the Problem to the Surface
Instead of immediately pitching your solution, focus on bringing their problem to the forefront of the conversation—a technique known as antagonizing the problem. This means helping the prospect verbalize the issue in a way that makes the pain feel real and urgent.
A simple yet powerful way to do this is by asking:
“Sorry to hear that. Will you give me an example of some of the things they have dropped the ball on?”
This question forces the prospect to verbalize their pain points. As they describe the real, tangible impact of their problem, they begin to internalize the cost of inaction. The more they talk about their frustrations, the more receptive they become to finding a solution right now, not later.
Why This Strategy Works
Great salesmanship isn’t just about selling a product—it’s about helping the prospect feel the weight of their problem so they’re motivated to solve it. By actively listening and allowing them to expand on their issues, you:
- Build trust by showing genuine interest.
- Make the problem feel more immediate and urgent.
- Position yourself as someone who understands their pain and is ready to provide a solution.
Sales training and business coaching focus on developing conversational techniques that guide prospects toward a decision without pressuring them. Training in salesmanship teaches professionals how to:
- Ask the right questions at the right time.
- Stay patient and let prospects talk themselves into the sale.
- Recognize buying signals based on how the prospect responds.
Apply This Sales Strategy and See Results
If you want to close more deals, stop rushing to solutions and start focusing on problem awareness. Ask open-ended questions that force your prospect to engage with their own challenges, and you’ll find they become far more willing to take action.
Once the prospect fully recognizes the weight of their problem, you don’t need to push the sale—the urgency will drive them toward action naturally. Your job is simply to position your solution as the logical next step.
Remember, experience is your best teacher. Be curious, listen actively, and let the problem sell the solution. Master this approach, and I guarantee you’ll close more deals.
The best sales pros know themselves—and use that insight to close smarter. Take the free Ultimate Closing Persona Quiz to identify your strengths and refine your approach.
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