How to Improve Buyer Experience with Consultative Selling

One of the biggest reasons deals stall isn’t that buyers doubt your solution—it’s that they doubt their ability to make the right choice. Matt Dixon's research for The JOLT Effect found that 40% of lost deals are driven by customer indecision, not preference for a competitor. And Brent Adamson's new book The Framemaking Sale highlights that customers with high decision confidence are TEN TIMES more likely to make a purchase. Here are a few ways you can help buyers build confidence in themselves: 1. Reduce Decision Complexity According to Gartner, 77% of B2B buyers report their last purchase was “very complex or difficult." Streamlining options, providing decision guides, or recommending a clear best-fit reduces “analysis paralysis” and gives buyers confidence they aren’t missing something. 2. Reframe Risk in Personal Terms Buyers often fear personal blame more than organizational failure. Use case studies and peer validation to show how people in their role succeeded—helping them feel safe and supported in their choice. 3. Provide Buyer Enablement Tools Tools like ROI calculators, pre-built board decks, or checklists reduce the burden on them and demonstrate that they have what they need to decide. 4. Normalize Their Concerns The JOLT Effect also emphasizes “normalizing indecision” as a critical skill—buyers need to know hesitation is common and that you can guide them through it. Framing uncertainty as a normal step in the process reduces the shame that often delays action. 5. Signal Post-Decision Support Harvard Business Review highlights that buyers who see strong post-sale support are more confident in making initial commitments. Show them the path forward—onboarding, customer success, peer communities—so they know they won’t be left alone after purchase. Helping buyers feel personally confident and protected is as important as proving your product’s value. The most successful marketers and sellers don’t just build confidence in the solution—they build confidence in the decision-maker.

Top reps ask 4x more implication questions than average ones. Here’s why SPIN Selling still works. Most reps jump straight into pitch mode. They ask a few surface questions, then start talking features. That’s not selling. That’s presenting. SPIN flips the script. It gets the buyer to sell themselves. Start with Situation questions. Learn their current state, but keep it short. Experienced reps ask fewer of these than you’d expect. Move to Problem questions. Uncover what’s not working. Where they’re stuck. What’s costing them time or money. This is where small deals get won. But for complex sales, you need more. That’s where Implication questions come in. Show the consequences of inaction. What does this problem cost them? How does it affect other areas? What’s the revenue impact? Top performers ask these 4x more than average reps. They build urgency without being pushy. Finally, Need-Payoff questions. Let the buyer articulate the value. How would solving this help? What would the impact be? Why is this important? When they say it, they believe it. Here’s the key insight: Buyers don’t just want you to solve their problems. They want to understand why solving them matters. SPIN gives you the framework to guide that conversation. Not through charm. Not through pitch decks. But through the right questions in the right order. Save this framework. Use it on your next discovery call. Watch how fast urgency builds.

Probing: The Art that Transforms Sales Conversations Monologue To Dialogue In today’s competitive landscape, sales is no longer about telling—it’s about understanding. The real shift happens when we move from monologue to meaningful dialogue. Research and industry surveys consistently indicate that sales effectiveness can improve by nearly 40% when conversations are driven by dialogue rather than one-sided pitching. So, what makes the difference? ✅ Probing with Purpose Great sales professionals don’t just ask questions—they ask the right questions. Thoughtful probing helps uncover: Customer needs beyond the obvious Hidden concerns and decision triggers The real “why” behind the buying intent ✅ Dialogue Builds Trust When customers feel heard, they engage more openly. A dialogue creates a sense of partnership rather than a transaction, leading to stronger relationships and higher conversion rates. ✅ Listening is the New Selling Active listening is as powerful as asking questions. It enables you to respond with relevance, empathy, and precision. Here are 5 Most effective techniques 1. Open-Ended Questioning Move beyond yes/no questions. Encourage the customer to share context and perspective. Example: “Can you walk me through your current process?” 👉 This uncovers deeper insights and keeps the conversation flowing. 2. The 5 Whys Technique Don’t stop at the first answer—dig deeper to find the real problem. Example: Customer: “We want to reduce costs.” You: “Why is that a priority right now?” 👉 Helps uncover root causes rather than surface-level needs. 3. SPIN Probing (Situation–Problem–Implication–Need Payoff) A structured way to guide conversations: Situation: Understand context Problem: Identify pain points Implication: Explore impact Need Payoff: Highlight value 👉 This turns conversations into consultative selling. 4. Reflective Questioning Paraphrase and confirm what the customer said. Example: “So if I understand correctly, delays in delivery are impacting your client satisfaction?” 👉 Builds trust and shows active listening. 5. Future-Focused Probing Shift the discussion toward outcomes and aspirations. Example: “What would success look like for you in the next 6 months?” 👉 Helps position your solution as a bridge to their goals. 💡 Key Takeaway: If you want to elevate your sales impact, shift your focus from presenting solutions to exploring problems. The quality of your questions will define the quality of your outcomes. #SalesExcellence #ConsultativeSelling #CustomerExperience #Leadership #LearningAndDevelopment #BusinessGrowth

The best AEs break the buyer / seller dynamic early and continually throughout a sales cycle. They provide value, serve as a trusted advisor, and foster constructive tension to drive action. The rubber band analogy always stuck with me, the best reps stretch the rubber band and create that healthy tension, just before the point where it snaps. It’s in that healthy tension where value is created and action is taken. You will be uncomfortable, and that’s a good thing. A few of my favorite ways to do this- 📊 Bring Insights: Share something they don’t know about their own business, reframing their problem in a way that makes them think differently. This positions you as an expert and shifts the dynamic from seller to advisor. You need to be able to add actual value to their business, beyond product promises. —“Most companies in your space think their biggest challenge is [X], but what they’re missing is how [hidden challenge / insight] is actually driving those inefficiencies. Here’s what top performers are doing differently to stay ahead…”— 💵 Reframe Value: Stop talking price - focus on the business impact. Show them the cost of doing nothing and tie your solution directly to the outcomes they care about. Make it impossible for them to ignore the value. —“Right now, you’re spending [X amount of time/resources] to address this, but it’s costing you [specific business impact]. If we can fix this, you’re looking at [clear business outcome]. What would that kind of impact mean for you this quarter?”— 🤝 Create Constructive Tension: Push them out of their comfort zone. Use data and smart questions to show why sticking with the status quo is risky. The goal is to make staying the same feel more uncomfortable than making a change. —“If nothing changes, how long can you sustain [current situation] before it starts affecting [key business priority]? Based on what I’ve learned, and other companies I’ve spoken to in your situation, it sounds like this isn’t something sustainable, would you agree?”— 🎯 Tailor to the Buyer: Know your audience. Speak to what matters most to each stakeholder - ROI for the economic buyer, seamless integration for the technical team, and real results for the end users. The more personal, the more effective. —“For you as the [economic buyer/technical lead/end user], I know [specific priority] is critical. Here’s how we’ve helped companies in similar roles solve [specific pain point] and achieve [measurable outcome]—does that align with what you’re trying to accomplish?”— Shed the bad habits from the ZIRP era, and start selling!

Most people aren’t bad at sales. They’re just trained on the wrong playbook. Here’s what to do instead ↓ 1. Talk less, understand more → Ask sharper questions that uncover real problems → Let the buyer speak more and build your pitch from their answers 2. Ditch scripts, think in frameworks → Use flexible structures instead of memorized lines → Adapt your flow based on how the conversation evolves 3. Drop the urge to win arguments → Acknowledge concerns without reacting defensively → Explore the objection to understand what’s actually behind it 4. Stop chasing volume blindly → Prioritize high-quality conversations over quantity → Spend time where conversion probability is higher 5. Lead with impact, not features → Translate what you offer into real outcomes → Tie everything back to the buyer’s goals 6. Build value before talking numbers → Strengthen perceived value early in the conversation → Position pricing within the context of results 7. Stay consistent beyond the first touch → Build a structured and reliable follow-up system → Add value in each touchpoint instead of just checking in 8. Focus on momentum, not pressure → Move the deal forward with small, clear next steps → Let decisions build naturally over time 9. Guide instead of pushing → Help buyers reach their own conclusions → Align your solution with what actually matters to them 10. Say less, make it land → Communicate ideas in fewer, clearer words → Pause and let key points sink in 11. Learn faster from every “no” → Treat rejection as feedback, not a setback → Track patterns and refine your approach Sales improves when your approach evolves. 📌 Save this before your next call Follow for more practical sales thinking

I analyzed 69 conversations I've had with CISOs and security leaders to understand: 💓 What do cybersecurity buyers LOVE that vendors do? Here are the patterns I distilled: 1. Understanding Buyer Needs - Top vendors deeply understand buyer goals and challenges. - Tailored solutions that map to unique pain points stand out. - Doing the research shows respect and effort. - Vendors who focus on helping the business succeed are appreciated. 2. Educational and Value-Added Approaches to Demand Gen - Education and real value beat hard selling. - Content that helps buyers tactically excel earns attention. - Useful swag (e.g., books, tools) beats generic giveaways. - Extra services like risk assessments and tabletop exercises build credibility. 3. Non-Aggressive Sales Tactics - Buyers favor vendors who take a consultative, respectful approach. - Letting the product’s value speak for itself builds credibility. - Genuine conversations and a focus on feedback win trust. - Avoiding pushy pitches during initial contact fosters rapport. 4. Relationship Building and Personal Interaction - Buyers value vendors who build genuine, non-transactional relationships. - Small gestures, like shared meals, enhance connection and service. - Direct conversations and in-person interactions shape perceptions. - Ongoing, friendly, personalized engagement makes a difference. 5. Transparency and Honesty - Buyers trust vendors who are upfront about capabilities and fit. - Saying “we’re not the right fit” and referring others builds long-term credibility. - Clear pricing discussions up front are respected. - Admitting product limitations, even when features are missing during a demo or POV, is seen positively. 6. Integration and Compatibility - Seamless integration and platform compatibility matter deeply. - Smooth DevOps integration is highly valued. - Support for legacy systems reduces friction. - Regular updates and full-featured products earn respect. 7. Support and Responsiveness - Responsive support is critical, especially during complex or high-stakes moments. - Fast replies and ad-hoc configuration support go a long way. - Ongoing service post-sale strengthens the relationship. - Proactive check-ins and issue resolution build lasting trust. All of this isn’t profound. It’s not a secret. It’s what buyers have BEEN saying. You know this stuff. So ACT like you heard them. Note: Join 1700+ cybersecurity marketers and sellers getting deep customer insights and mastering buyer research on Audience 1st Podcast, linked in the comments ⬇️. #cybersecurity #marketing #asles #growth #gtm #buyerresearch #audience1st

Buyers are showing up to sales calls more informed than ever. That means sellers need to show up more prepared than ever. In the past, buyers would reach out to sales when they still knew very little about a product. They wanted to learn more about the features, pricing, and how it compares to competitors – and they expected the salesperson to provide that information. Today, buyers are gathering all that information (and more) long before they talk to sales. They’re reading review sites like G2. They’re scrolling communities like Reddit. They’re watching product walkthroughs on YouTube. Most significantly, they’re doing deep research with LLMs like ChatGPT, asking questions like “Is Product A or Product B better for my business?” Now, when a buyer gets on a call with sales, they expect more than basic information. Instead, they're looking for: Detailed examples of how other companies in their industry are using the product. Custom demos that show how the product works in their specific use case. Clear plans for how the product will be implemented and adopted. Here’s the good news. Just as buyers use AI to learn more about products, salespeople can use it to learn more about prospects. If I were in sales again, I would: 1. Use an AI assistant to do advanced research about your prospects before every call. 2. Use AI to find the best examples of similar companies seeing success with your product. 3. Build bespoke demos that highlight the most relevant features. Buyers today are more informed than ever. The best sellers I know are more prepared than ever. The result? More productive conversations, deeper connections and higher trust.

During my time at Qwilr, I’ve seen THOUSANDS of proposals. Here are 4 proposal plays that the best sellers use to close deals: #1 Lead With Problems Start your proposal by articulating your prospects' problems, ideally in their own words. Using quotes from relevant stakeholders within their organisation will grab your buyers’ attention and show you understand their problems. This immediately demonstrates that this isn’t just a generic pitch – you actually understand them and are focused on their specific issues. Doing this also puts decision-makers in somewhat of a tricky situation. They must either… 1. Disregard the opinions of their team as incorrect 2. Acknowledge they’re facing a problem, but decide not to look for a solution 3. Look for a solution (which you are providing in the rest of your proposal) Most (good) leaders will opt for the latter and will read on to better understand your offering. #2 It's Easy to Digest You MUST ensure your proposal is clear, straightforward and easy to understand. Remember, the folks who will be reviewing your proposal are incredibly busy and don’t have time to decipher endless information, searching for what is relevant for them. If your offer is easy to understand, it’s easier to say yes to. Avoid dense walls of text, and use images, graphics and interactive elements to simplify complex ideas. Always steer away from jargon. While it might showcase a level of expertise, you have to keep in mind that it’s likely a number of people will review your proposal. You need to make sure that EVERYONE will buy in. #3 Make It Relevant Buyers want to know that you’ve helped organisations that look like them, or the type of organisation that they aspire to be. Making sure that your proposal speaks to your buyers’ industry, needs, challenges and objectives will increase the likelihood of engagement Build your case by including concrete data and case studies that resonate with your client’s situation. CAUTION: It can be tempting to litter your proposal with logos and quotations from your “biggest” clients. You should not (always) do this! Instead, focus on featuring logos of similar companies or aspirational peers, not just massive brands. Remember, just because a company is “big” to you, that doesn’t mean your client will care. They want to know you can help THEM! #4 Keep Next Steps Simple It’s essential that you break down your proposal into clear, actionable steps – giving your client a roadmap on how to proceed and what will happen when they sign. You should also educate your champion on how to position the proposal to the buying committee, arming them to sell internally. Meet with them and go through your proposal, asking what needs to be removed and added (for other stakeholders) and how they plan to share it more widely. Want to send proposals that impress buyers and close deals? Try Qwilr for free at https://getqwilr.com

75% of buyers don't want to talk to you. - We all hear this stat, but love to ignore it. They want to buy. They just don't want to be sold to. Until THEY are ready. 𝗧𝗛𝗘 𝗔𝗡𝗧𝗜-𝗦𝗢𝗖𝗜𝗔𝗟 𝗕𝗨𝗬𝗘𝗥 𝗜𝗦 𝗥𝗘𝗔𝗟 Look at your own behavior: LinkedIn message from vendor? Ignored. Unknown number calling? Declined. "Quick chat" request? Deleted. You're not being rude. You're protecting your time. Your buyers are doing the exact same thing to your reps. 𝗧𝗛𝗘 𝗚𝗔𝗥𝗧𝗡𝗘𝗥 𝗧𝗥𝗨𝗧𝗛 𝗡𝗢𝗕𝗢𝗗𝗬 𝗪𝗔𝗡𝗧𝗦 𝗧𝗢 𝗔𝗗𝗠𝗜𝗧 75% of B2B buyers prefer self-service over talking to sales. Not because they hate salespeople. Because they want to learn on their own timeline, at their own pace, without the pressure. But here's what kills me: Most companies respond by either forcing more meetings OR going fully hands-off. Both miss the point. 𝗚𝗨𝗜𝗗𝗘 𝗧𝗛𝗘 "𝗦𝗘𝗟𝗙-𝗚𝗨𝗜𝗗𝗘𝗗" Self-service doesn't mean no service. It means structured discovery without the discovery call. You still need to guide buyers to value. But invisibly. 𝗛𝗢𝗪 𝗧𝗢 𝗘𝗡𝗔𝗕𝗟𝗘 𝗕𝗨𝗬𝗘𝗥𝗦 𝗪𝗛𝗢 𝗗𝗢𝗡'𝗧 𝗪𝗔𝗡𝗧 𝗧𝗢 𝗧𝗔𝗟𝗞 1. 𝗠𝗮𝗽 𝗧𝗵𝗲𝗶𝗿 𝗝𝗼𝘂𝗿𝗻𝗲𝘆 𝗙𝗶𝗿𝘀𝘁 - What do they need to know at each stage? - What questions will they have? - What objections will surface? - What proof points matter most? Don't just throw content at them. Sequence it. 2. 𝗖𝗿𝗲𝗮𝘁𝗲 𝗚𝘂𝗶𝗱𝗲𝗱 𝗘𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲𝘀 Not: "Here's a demo video" But: "Based on your role, start here" Not: "Check out our resources" But: "Companies like yours typically need these 3 things" Structure the path without being in the path. 3. 𝗟𝗲𝘁 𝗧𝗵𝗲𝗺 𝗦𝗲𝗹𝗳-𝗤𝘂𝗮𝗹𝗶𝗳𝘆 - Give them the tools to determine fit for themselves: - ROI calculators they can use alone - Assessment tools with instant results - Comparison guides they can share internally They're qualifying themselves anyway. Help them do it right. 4. 𝗘𝗻𝗮𝗯𝗹𝗲 𝗜𝗻𝘁𝗲𝗿𝗻𝗮𝗹 𝗦𝗲𝗹𝗹𝗶𝗻𝗴 Your champion is selling when you're not there. Arm them with: - Forwardable content (short, scannable, valuable) - Pre-written business cases - Stakeholder-specific value props Make it easier to buy without you than with you. 𝗧𝗛𝗘 𝗖𝗢𝗡𝗦𝗘𝗡𝗦𝗨𝗦 𝗔𝗣𝗣𝗥𝗢𝗔𝗖𝗛 This is why I’m getting started with Consensus They've figured out how to deliver personalized demos at scale. Buyers get exactly what they need, when they want it, without a meeting. But here's the key: It's guided self-service. The demo adapts based on their responses. It tracks what they care about. It shows you their digital body language. You're not absent. You're invisible. 𝗧𝗛𝗘 𝗠𝗜𝗡𝗗𝗦𝗘𝗧 𝗦𝗛𝗜𝗙𝗧 Stop thinking: "How do I get them on a call?" Start thinking: "How do I help them buy without me?" Because the best sales experience might be no sales experience. At least not the traditional kind. Meet the buyer where THEY are and you'll be shocked how much more likely they will be to meet you where YOU want.

I had Nick Glimsdahl on the Negotiate Anything Podcast and we were talking about skepticism in the world of business and sales. The conclusion we came to was that since many of us feel like we are constantly being marketed to, we shut down much faster when we sense this happening. This is a frequent occurrence for those in the sales industry. Potential clients start to feel like the only reason you are being friendly is so that you can sell them something. So how do we overcome this skepticism? By breaking predictable patterns. So, here’s an example: Let’s say in a typical sales interaction, you would begin by offering some free advice or asking them about some problem they are having. There’s a high likelihood that many of the people you speak with will assume that you are only offering to help them as a tactic to eventually persuade them to purchase something. This only increases their skepticism and blocks their willingness to listen to what you have to say. In this case, the predictable behavior would be doing just that. Simply asking questions with the goal of turning the conversation towards a sales pitch. So here is something you can do instead. Be genuinely generous, not strategically generous. Create goodwill in the relationship by helping people without expecting something in return. Then, follow your genuine curiosity with authentic advice. One thing Nick likes to say in situations like this is: “Regardless of which company you decide to go with, [Product X]  would be a good decision because of….” It’s the consultative sales process that helps you to be seen as a trusted advisor. Once they realize that you are offering advice without the expectation of anything in return, it makes them more likely to trust you. Ironically, this increases your odds of securing them as a client, in the moment or at some point in the future. #Negotiation #Sales #Business