Have you ever noticed a problem your prospect didn’t recognize or acknowledge? Perhaps you eagerly presented a solution, only to lose the sale. If this sounds familiar, you’re not alone—it happens even to the best sales professionals.
But what does this have to do with seagulls?
Let me explain by sharing a story about a young girl named Sally.
Sally loved art, and one day, her teacher assigned the class to paint a picture of the beach. Thrilled by the task, Sally went home, gathered her art supplies, and eagerly got to work.
She recreated her cherished memory of her first family trip to the beach with her parents. As she painted, the vivid details of that day came flooding back. When the painting was complete, Sally couldn’t wait to take it to school and share her masterpiece.
But when Sally got her painting back, she was disheartened. The teacher had added seagulls to her artwork, claiming it would “provide more balance.”
Sally felt disappointed. What was once her unique vision of the beach now felt altered—and not in a way she appreciated.
Are You Painting Seagulls in Your Prospect’s Picture?
This story illustrates an important sales principle. Like Sally’s teacher, sales professionals sometimes “paint seagulls” into a prospect’s picture—offering unsolicited solutions or changes without first gaining buy-in.
The result? The prospect might feel misunderstood, leading to resistance instead of collaboration.
So, how do we avoid making this mistake? Here are three strategies:
1. Focus on Discovery
Instead of jumping in with a solution, guide your prospect to discover the problem for themselves. This builds trust and ensures they feel invested in solving it.
- Example Question: “Have you noticed anything about [X] that might be impacting your results?”
2. Ask Thoughtful Questions
Use questions to gently highlight the “seagulls” your prospect may not see. Avoid being confrontational; instead, frame your inquiries to spark curiosity.
- Examples:
- “I don’t suppose discussing [specific issue] would be helpful, would it?”
- “You didn’t mention [potential challenge]; is that something important to you?”
3. Keep the Prospect Comfortable
During the discovery process, ensure the prospect feels safe and respected. Vulnerability can lead to breakthroughs, but only when handled with care. When prospects feel comfortable, they’re more likely to engage positively rather than defensively.
Applying This Lesson to Sally’s Story
If Sally’s teacher had asked her about adding seagulls—perhaps explaining their artistic purpose—the conversation might have been more collaborative. Sally could have felt involved and open to the idea, rather than disheartened by it.
In sales, a collaborative approach fosters trust, builds rapport, and ensures the prospect is on board with any suggestions. By guiding discovery instead of imposing solutions, you can avoid painting unwanted “seagulls” into their picture.
Final Thoughts
As a sales professional, your role is not just to provide answers but to facilitate a journey of discovery for your prospects. By asking thoughtful questions and creating a safe environment for exploration, you can uncover opportunities together—without imposing your vision on theirs.
Remember, the most successful sales outcomes occur when the prospect feels ownership of the solution. So, leave the seagulls out of their picture unless they paint them in themselves.
Have you ever painted “seagulls” into your prospect’s picture? Get this Sandler resource that covers 6 Modern Prospecting Mistakes and How to Avoid Them.
