22 March 2026
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When we talk with prospects, we want action.
If our prospects take no action, it is the same as saying “No.”
There are two main reasons why prospects decide to act. Which one do you think is more powerful?
They want something better.
They want to fix a current problem.
If we try to convince prospects that they want something better, we sound like salespeople.
Example:
“You could have a much nicer retirement lifestyle.”
That feels like selling.
But when we help prospects fix a current problem, they see us as allies.
Example:
“Are you worried you may have to work longer than you want to?”
Now we are helping, not selling.
What should we talk about?
If our goal is to solve problems, what should we talk about?
Our products, services and benefits?
Our prospects’ problems?
The answer is easy.
We talk about our prospects’ problems.
People love talking about themselves. It is their favourite subject.
Example questions:
- “What frustrates you most about your current situation?”
- “What keeps you awake at night financially?”
- “What have you already tried that did not work?”
Now the conversation is about them, not us.
Why problem solving works
At the beginning, we think success comes from convincing prospects to buy or to join.
Over time, we realise this: “Our job is to help prospects fix their problems.”
Example shift in language:
Instead of saying, “Let me explain what our company does.”
We say, “Let me understand what is not working for you right now.”
Business becomes easier. Rejection drops.
From ‘what’ to ‘why’
Many salespeople are “what” salespeople.
- “What we do.”
- “What we offer.”
- “What our service includes.”
Professionals become “why” salespeople.
Example questions:
- “Why is this important to you right now?”
- “Why has this become a concern recently?”
- “Why do you feel now might be the right time to look at this?”
These questions create action.
A simple action example
Prospect says, “I know I should do something, I just haven’t.”
We respond, “That makes sense. What is the biggest problem you are hoping to fix?”
Now they are moving forward.
Why I read books
Every day, the world gets smarter.
- New ideas.
- New insights.
- New discoveries.
What are we doing to keep up?
Example question to ask ourselves, “Am I learning enough to stay relevant to my prospects?”
We do not want to be left behind.
What poorly trained managers do
Do they train their team on what to say? No.
Do they show their team how to avoid rejection? No.
Do they demonstrate how to handle objections? No.
Do they send their team out to talk to prospects with no training?
Yes.
Then they watch the carnage.
It is like watching a horror movie. At least they did not have to pay for tickets.
Zoom training call for your group?
If you would like me to do a free Zoom training call for your team on how to talk to prospects and reduce rejection, email me at: bernie@berniedesouza.com​
Humour
I asked my brain for motivation. It said, “Have you tried coffee first?”
I’m not procrastinating, I’m strategically delaying action.
I love clear thinking. Unfortunately, my thoughts prefer group discussions.
I read that confidence comes from action. I’m currently building confidence by reading about action.
My inner voice says, “This is important.” My calendar says, “Maybe next week.”
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Until the next time, if you have friends who would like to get these newsletters, please send this link:
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