Are you selling where it really counts?

Steve Chandler said it best: "Every sale happens in the customer’s head." The decision to buy isn’t about your intentions, assumptions, or enthusiasm, or even your product-it is driven entirely by their internal thought process, emotions, and needs.

Most sellers focus on their product instead of the customer. But winning salespeople tune into the customer’s perspective—listening to their pain points, aspirations, and objections. Customers buy when they can answer, “Does this solve my problem?” and “Is it worth it?” Your job is purely to guide them there (or not).

Pushiness creates resistance, while empathy builds trust. Instead of running sales calls with a ‘closers’ mentality, try this:

• Ask questions to reveal their needs.

• Listen deeply and reflect their concerns.

• Position, don’t push your solution.

• Watch for signals that show they’re “mentally buying.”

The key? Stop selling—start listening. Because every sale happens in their head, not yours.

As promised, Vanquish in under 1 minute.