The Perfect Sales Meeting—Until It Wasn’t
Carlos was in a great mood. Forty minutes into his meeting with the senior staff of a top prospect, everything was going smoothly. Engagement was high, smiles and positive body language filled the room, and even the CEO seemed receptive. He knew what that meant—he was on the verge of closing his first major deal.
To make the moment even more significant, his manager, Charlene, was in attendance. This was his chance to showcase his skills in front of her, proving his ability to land high-value clients.
The Fatal Mistake
Carlos had wrapped up his formal presentation and felt confident. Wanting to add extra value—and maybe impress Charlene—he decided to bring up an additional service.
Looking at the CEO, he said, “Hey, I think we should also talk about the graphic design services we offer. The content creation we’re going to be doing for you to launch your new offering will be a lot more powerful if we ensure the visual layout is both compelling and complementary. We have some great people on staff who can make sure the message and visuals work well together. Those two things always need to sync up.”
Suddenly, the energy in the room shifted. The CEO’s expression changed from interest to hesitation. The rest of the team followed suit, growing distant and uncertain.
Carlos felt the momentum slip. When he attempted to set next steps, the CEO hesitated. “I’m not sure now is the right time to act,” he said. “Let’s revisit this conversation in a couple of months.”
The Debrief: What Went Wrong?
The silence in the car on the drive back to the office was heavy. Finally, Charlene spoke.
“Do you know why you lost that sale?” she asked, her tone concerned but supportive.
Carlos shook his head. “No idea.”
Charlene explained, “You answered a question that no one asked. Right at the moment when you were about to close, you introduced a completely new topic—one that, I assume, was never discussed with anyone at that table before?”
Carlos nodded. He hadn’t mentioned graphic design services at any point prior to that moment.
Charlene continued, “They were ready to sign. Then you threw in a new issue—something they hadn’t considered. From the CEO’s reaction, I’m guessing they already have a long-standing relationship with a graphic design team. When you emphasized the importance of aligning graphics and text, it likely reminded him that their designers should have been involved in the discussion all along. That’s why he pulled back.”
She sighed. “You broke a cardinal rule: once you get to the presentation, you only focus on the pain points and problems you’ve thoroughly discussed. You don’t introduce new variables. Live and learn, right?”
Carlos exhaled. “Live and learn.” He stared at the bumper-to-bumper traffic ahead. It was going to be a long ride back.
The Sales Lesson: Stick to the Script
Have you ever found yourself in a similar situation? You’ve done a thorough job uncovering the prospect’s challenges, created a compelling presentation tailored to their needs, and delivered it flawlessly. Everything seemed lined up for a close—until you “improvised” and introduced an entirely new topic. Suddenly, the deal slipped away.
If so, the reason should now be clear: You violated a critical Sandler® selling rule—Never answer an unasked question.
Key Takeaways for Sales Success:
Stay focused on known pain points. When presenting, stick to problems the prospect has already acknowledged and solutions you know they need.
Avoid last-minute additions. If a service or product hasn’t been previously discussed, don’t introduce it during the close.
Recognize the risks of improvisation. Adding unexpected elements can derail decision-making, causing prospects to rethink their choices.
Ensure all key stakeholders are involved. If a new topic could impact other departments, address it before the final pitch—not after.
Final Thought
Sales is about trust, consistency, and alignment. Introducing new variables late in the process can raise red flags and create uncertainty. Stick to what’s been discussed, solve the problems you know exist, and resist the urge to “throw in” something extra at the last minute. Your close rate will thank you.
