It’s one of the biggest paradoxes in sales:
People love to buy—but they hate being sold to.
If your pitch feels pushy or you're seeing prospects disengage mid-conversation, it might be time to flip your sales script. According to Sandler Atlantic, the key to better sales isn’t selling harder—it’s selling smarter.
The Sales Shift: It’s About Their Reasons, Not Yours
Sales pros often fall into the trap of showcasing features, benefits, and company accolades. But here’s the truth:
👉 Prospects don’t care how great your product is—unless it solves a problem they deeply care about.
People buy for their reasons, not yours. That means your job is to help them uncover those reasons, not force your agenda.
How to Lower Sales Resistance Instantly
Instead of coming across as preachy or pushy, try this powerful tactic:
Tell third-party stories.
Imagine you're speaking with an engineering firm. Instead of diving into your solution, you say:
“Other engineering clients we've worked with have told us they often struggle with business development. They’re great at engineering but don’t have a sales system in place, which causes hesitation and lost margin during change order requests.”
What happens?
- The prospect sees themselves in the story.
- Their body language relaxes.
- They engage more deeply.
You’re no longer selling—you’re relating. And that’s a game-changer.
Why This Works (and Always Will)
It lowers defenses by removing direct pressure.
It builds credibility without boasting.
It opens the door to diagnostic conversations instead of generic pitches.
Take the Next Step: Ask Better Questions
Once you’ve built rapport through story-driven connection, it’s time to dig deeper:
What’s really going on in their business?
What challenges are they facing?
Where are they bleeding margin or missing opportunities?
Ask thoughtful, layered questions—and let the prospect lead.
