Coming with an Opinion: Adding Real Value in Customer Conversations

One of the biggest lessons I’ve learned is that coming to a meeting without a point of view isn’t just a missed opportunity—it’s a poor approach. If you’ve seen a problem before and solved it, or helped another customer through something similar, that insight is essential to share. Customers don’t need someone to simply echo their challenges back to them—they need a trusted advisor who can offer clarity, direction, and a plan.

"What are your priorities for 2025?" vs. "Based on our knowledge of your industry and experience with similar customers, we know priorities are typically X, Y, and Z because A, B, and C. How do those line up with yours?"

Which would you prefer?

This is why I believe it’s critical to show up with an opinion. Not just “what do you think?” but “here’s what we’ve seen work, here’s why, and here’s how it could apply to your unique situation.” Being prepared with insights or a recommendation doesn’t mean you’re dictating the solution; it shows that you’ve done your homework, respect their time, and are invested in their success. And hey, you might not even get the priorities right... but you've shown you're prepared and you've done your homework and that's going to get you noticed.

This approach is rooted in the mindset of frameworks like The Challenger Sale—it’s about teaching something new, tailoring it to their specific needs, and leading with confidence. It’s not just about solving their immediate problem but helping them reframe their thinking and take actionable next steps. When you show up with thoughtful insights and a plan, you move from being a vendor to a partner. That’s where real, lasting relationships are built.

Next up is how to build real, measurable value and win over and over.