What You Say Isn’t What I Hear

“They were really interested, but the deal just fizzled out.”
Read: I didn’t do a good job helping the client understand the implications of not changing.

“The client couldn’t understand the value of our solution.”
Read: I wasn’t able to effectively convey the value of our solution.

“I would have won the deal, but my competitor beat me with their lower pricing.”
Read: The value I created wasn’t compelling or different enough for the client to pay more.

“This deal is stalled out.”
Read: I didn’t effectively gain the commitment that would have kept this deal on track.

“The client decided to go a different direction.”
Read: I didn’t get the executive sponsorship that would have ensured this initiative was funded.

“My primary contact, champion, and coach just took a new position.”
Read: I was single threaded on this deal and knew no one else.

“The gurus on LinkedIn say I should social sell and wait for inbound.”
Read: I am afraid of the very people I am supposed to be trying to help, and this allows me to pretend I am doing something to create opportunities.

“The client prefers email, so I sent them the proposal and pricing.”
Read: I lost control of the process and prefer not to have any small conflict that might cause the client not to like me.”

“No one answers their phone.”
Read: I don’t make very many calls and would prefer deals come to me.

“Clients really want to learn a little bit about who we are. It builds trust.”
Read: I don’t believe that I can create enough value myself, so I prefer to lean on the company’s history and our products to do the selling because that is where the real value is for them.

“Every client wants the lowest price.”
Read: I don’t yet know that leaders invest and buyers always ask about a lower price.

“I don’t like to read books.”
Read: I don’t understand just how critical my personal and professional development is to my results.

“My territory is terrible. That’s why I can’t make my number.”
Read: I look for excuses that I can use to rationalize my failure before I even try.

“I’ve been selling for 20 years.”
Read: There is nothing for me to learn because I prefer to have the same year over and over.

“My business is different.”
Read: I don’t want to believe that the principles of sales apply to me.

“Selling should be easier.”
Read: I don’t want to have to change.