Helping, Not Selling: Building Trust and Guiding Clients to the Right Solution

Your job in sales might not actually be about selling at all. Rather, its about helping others come to the decision that best helps themselves and/or their organization. By asking the right questions you can guide your prospect to the solution that works best.

Untrained salespeople might panic at the first sign of pushback, thinking, “The customer is always right!” And, honestly, they are right—in their minds, they know what’s best for them. They’ll believe what they’re saying long before they trust what you’re telling them, often assuming you’re just trying to sell them something they don’t actually need. But if we're honest, pushing someone into something they’re not comfortable with can only lead to cancellations, returns, and unhappy clients. It’s just not sustainable.

Having a conversation about true needs and wants for them, their team, their company, etc will help put everything in perspective. It will help them easier come to the conclusion that your solution is right for them, or it isn't.

When a prospect pushes back, it’s natural to feel a bit thrown off, but objections are actually valuable moments in any sales conversation. Rather than viewing them as roadblocks, think of them as invitations to learn more about the client’s concerns and clarify how your solution can help. Instead of telling them what they need and why- ask them. I love starting with a question like "why are you even talking with someone like me?" and pause. They will fill in the blanks. Sales is a numbers game when you're first getting started and of course you are able to build relationships on referrals but until then, you may make 100 calls to get one interested person. Right off the bat, let them sell themselves on you. They may have engaged with you because they are feeling some pain points and know they need the help but are apprehensive for a number of reasons. There's your turn to listen.

Further in the conversation, not everything will be a yes, you'll hear objections all day long. Its important to remind them why you began the conversation and what exactly they need or are looking for. Pass the baton back to them. "You mentioned XYZ when we started talking. Maybe I’m not fully clear on your ideal scenario - could you tell me more about what the perfect solution would look like for you?"

Give the power in the conversation back to your clients by asking the right questions. By focusing on understanding and guiding clients rather than simply pushing for a sale, you’re not only helping them make the right decision—you’re also building the foundation for a strong, long-term relationship. When clients feel genuinely heard and valued, they’re more likely to trust your advice, return for future purchases, and refer you to others. This approach also reduces the chances of returns or dissatisfaction, as clients are more confident that they’re making a choice aligned with their needs.

In the end, selling is about creating lasting value. By empowering clients to make informed decisions, you’re setting the stage for sustainable success for both of you. It’s a win-win that goes beyond a single transaction and creates lasting impact.