The Surface Problem Isn’t the Real One
Uncovering sales problems starts with understanding one simple truth: the issue your prospect brings up first is rarely the core issue.
Think about a time when someone asked how you were doing—and you responded with a vague, “It’s nothing, really.” Chances are, it was something. But maybe you didn’t feel comfortable opening up yet. Maybe you weren’t ready, or maybe you hadn’t even fully processed it yourself.
This same human dynamic plays out in sales conversations every day.
Building Trust Unlocks the Truth
Trust is built throughout the sales process—not just in the first few minutes. As rapport grows, so does a prospect’s willingness to share. And when they feel heard, they open up.
Sometimes, it’s the very act of asking thoughtful questions that helps them realize how deep the issue goes.
A Sales Conversation Example
Let’s look at how a typical sales interaction might unfold:
Salesperson:
“You mentioned you wanted to talk about one of your employees. Can you tell me more?”
Prospect:
“It’s just Bill, our sales guy. He’s not really hitting goals.”
Salesperson:
“Can you give me an example?”
Prospect:
“Well, last month he was supposed to bring in five new clients. He brought in none.”
Salesperson:
“How long has this been going on?”
Prospect:
“Actually... I don’t think he’s ever met his goals.”
Salesperson:
“What have you tried so far?”
Prospect:
“We’ve had several talks. Nothing changes. I like Bill, but we may have to let him go.”
Salesperson:
“That’s tough. Does Bill have a revenue target? What are the financial implications for your team?”
At the beginning, this sounded like a routine performance issue. But just a few questions later, it’s revealed as a much bigger challenge: missed revenue, management frustration, and the emotional weight of potentially terminating a team member.
Why Uncovering Sales Problems Matters
When salespeople stop at the first answer, they miss the truth—and the opportunity to help solve a meaningful business problem. Uncovering sales problems takes patience, skill, and genuine curiosity.
It’s not about interrogation. It’s about creating an environment where the prospect feels safe enough to explore the real issue—with your help.
Final Takeaway
Don’t settle for surface-level symptoms. The problem your prospect presents is almost never the real one. Your job is to earn trust, ask the right questions, and uncover what’s really at stake.
That’s where the sale is made—and the relationship is built.
Want to strengthen your team’s questioning and discovery skills? Book a consultation to learn how we help sales professionals uncover what really matters.
