If you’ve been in sales long enough, you know that what a prospect says is rarely the whole story. The challenge they describe at the start of the conversation is often just the tip of the iceberg.
Think about the last time you had a conversation with someone who wasn’t ready to open up. You asked what was wrong, and they said, “Oh, it’s nothing really.” Only later did you find out that “nothing” was actually something major.
Prospects act the same way. They rarely share their real issues until they trust you enough to do so.
Why Prospects Hold Back
In sales conversations, trust builds over time. Just like in personal relationships, people open up more when they feel heard and understood.
A few reasons prospects may not reveal the full picture early on:
They’re not sure they can trust you yet.
They don’t know what the real problem is themselves.
They’re testing to see if you care enough to ask deeper questions.
That’s where your sales process matters. Building rapport, asking the right questions, and taking the time to understand what’s really going on separates average salespeople from great ones.
A Sales Conversation in Action
Here’s an example many Atlanta sales leaders can relate to:
Salesperson: “You mentioned wanting to talk about one of your team members. Can you tell me more?”
Prospect: “It’s just Bill, my sales guy. He’s not meeting goals.”
Salesperson: “Hmm. Can you give me an example?”
Prospect: “Last month he was supposed to bring in five new clients. He didn’t bring in any.”
Salesperson: “How long has this been going on?”
Prospect: “Actually, now that I think about it, he’s never hit his goals.”
Salesperson: “What have you tried so far?”
Prospect: “We’ve had several talks, but nothing changes. I like Bill, but we might be at the point of letting him go.”
At first glance, the issue seemed to be one employee’s performance. But as the conversation unfolds, the real problem emerges: lost revenue, missed opportunities, and the emotional weight of potentially replacing a long-term team member.
The Takeaway for Atlanta Sales Professionals
The problem your prospect presents is rarely the real problem. Your role as a professional is to uncover what’s beneath the surface.
That requires patience, curiosity, and trust. The Sandler Selling System teaches that bonding and rapport don’t just happen in the first few minutes — they’re built throughout the entire conversation.
When you do the hard work of asking follow-up questions, you’ll find that what starts as “a small issue” often becomes a meaningful discussion about real business pain — and that’s where true solutions begin.
Ready to Improve Your Sales Conversations?
If you lead a sales team in Atlanta and want your people to master uncovering real pain points, start by strengthening their questioning and listening skills.
Book a discovery session with Sandler by Sales Sellutions360 to learn how our training can help your team move from surface-level conversations to high-impact results.
