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Aired on March 10, 2020
Episode 30
Why Telling In Your Sales Is The #1 Reason Why You Are Not Selling
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Overemphasis on telling in sales hinders success. Effective selling requires listening, understanding customer needs, and personalized storytelling to build relationships and address specific challenges.

Why Telling In Your Sales Is The #1 Reason Why You Are Not Selling

Hey, fellow sales professionals! If you've been struggling to close those deals and wondering why your sales numbers are not where you want them to be, then you've come to the right place. Let's talk about why telling in your sales is the #1 reason why you are not selling.

The Problem with Telling

When it comes to sales, many of us fall into the trap of simply telling our potential customers about our products or services, thinking that the more we talk, the more likely they are to buy. However, this approach often leads to poor results and leaves us scratching our heads wondering where we went wrong. Here's why telling in your sales is not effective:

Lack of Connection

By focusing solely on telling, we miss out on the opportunity to truly connect with our customers. Sales is all about building relationships, and when all we do is bombard our prospects with information, we fail to establish a meaningful connection. People buy from people they like and trust, not from someone who just talks at them.

Ignoring Their Needs

When we're busy telling, we often overlook the needs and pain points of our potential customers. Effective selling is about addressing the challenges and desires of our prospects, and if we're too wrapped up in our sales pitch, we fail to understand what truly matters to them.

One Size Does Not Fit All

Another downside of telling in sales is that it assumes a one-size-fits-all approach. Every customer is unique, with different preferences and concerns. By simply telling them about our offerings without tailoring our pitch to their specific needs, we miss the opportunity to show them how our product or service can solve their particular problems.

The Solution: Listening and Asking

Now that we've identified the problems with telling in sales, let's explore the solution. The key to successful selling lies in listening and asking the right questions. Here's why this approach is a game-changer:

Building Relationships

When we take the time to truly listen to our customers and ask thoughtful questions, we create an environment where meaningful conversations can thrive. This paves the way for building genuine relationships based on trust and understanding.

Understanding Their Needs

By actively listening to what our prospects have to say and asking probing questions, we gain valuable insights into their needs and pain points. This allows us to position our offerings as the solution they've been searching for, rather than bombarding them with generic information.

Tailoring Your Pitch

Listening and asking questions enables us to tailor our sales pitch to each individual customer. This personalized approach demonstrates that we value their unique requirements and shows them exactly how our product or service can make a positive difference in their lives.

The Power of Storytelling

In place of telling, consider the power of storytelling in the sales process. Instead of bombarding your prospects with facts and figures, weave a compelling narrative that illustrates how your offerings have made a difference for others. Storytelling engages the emotional side of your prospects' brains, making your pitch more memorable and impactful.

In Conclusion

So, if you've been struggling to close those deals and feeling frustrated with your sales performance, take a step back and reassess your approach. Instead of telling, focus on listening, asking the right questions, and telling compelling stories. By making this shift, you'll find yourself building stronger connections with your prospects, understanding their needs on a deeper level, and ultimately closing more sales. Here's to your success in sales!

Remember, selling is not about you—it's about your customers and how you can help them. So, go out there and start listening, asking, and telling compelling stories. Your sales numbers will thank you for it!

Now go out there and crush those sales!

P.S. If you found this article helpful, feel free to share it with your fellow sales professionals. Let's spread the word and help others succeed in sales! ☺️

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Too often what I hear, see and experience as a customer but also as a coach for my clients is this bad habit that we often fall into. Especially as experts when we start to tell instead of sell or thinking that telling is selling. Here’s the thing, it is not the same. If you’re caught in the trap of telling your potential clients about the features and giving them a lot of information and you’re wondering why aren’t people saying yes.

Perhaps, right now, you are thinking about having these conversations with your potential customers, yet at the end of the conversation they are not asking you how they can buy, how to work with you or what’s the next step, chances are you are falling into the telling trap. Don’t beat yourself up because it is something we all fall into. It is totally normal. In this episode, I’m going to teach you how to avoid this trap and what you can do instead that is much, much more effective and genuine!

Biggest Takeaways:

  • We fall into this trap of telling because we are not confident, we want to prove ourselves and make sure that the potential client knows how much we know.
  • When you start actively selling, the number one thing you need to do is to start asking the right questions.
  • You should be doing very, very little telling, very, very little talking. Your role is to ask questions that will enable your potential customers to do the telling to you.


  • The old outdated way of telling as a way of selling is simply not going to work. You’re not going to be able to read off a spec sheet and figure that your people are going to buy. [Tweet This]
  • People are genuinely looking to connect with you. They want to be heard. They want to be understood. They want to know that they’re not alone and that you are the expert to help them find the solution that they’re seeking. [Tweet This]
  • Your prospects will sell themselves because when you ask the right questions, they will have a realization that they do really need your help in the moment of answering. [Tweet This]


  • Why it’s totally normal for all of us to end up telling instead of selling [02:54]
  • Asking the right questions will allow your customers to sell themselves [07:10]
  • How to demonstrate your skills, even when you are just starting out [08:47]
  • How to help your potential client move closer towards the end outcome so they are already sold by the time they come to you [13:24]
  • Why we often fall into the trap of telling and how to avoid it [15:49]

Bonus Resource:

Turn “I Can’t Afford It.” Into “Sign Me Up!” – Overcome price objections to get more sales, more paying clients and turn those Nos into Yeses! Grab your free copy now.

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