Reading Between the Lines: The Art of Hearing What Your Prospects Aren't Saying

By, Michael Berube, M.ed.

In today's complex B2B sales environment, the responsibility for effective communication rests squarely on the shoulders of those selling products or services. While most sales professionals focus on perfecting their pitch, the true differentiator lies in a more nuanced skill: deciphering what prospects and clients are really saying—often without saying it directly.

The Unseen Conversation

Every B2B conversation contains two parallel dialogues: the explicit exchange of words and the implicit communication conveyed through tone, hesitation, emphasis, and even silence. When a prospect says, "We're happy with our current solution," they might actually mean:

• "Your offering hasn't demonstrated enough value to justify change."
• "I personally favor change, but lack internal support."
• "I'm concerned about the disruption implementation would cause."
• "My budget is already allocated elsewhere."

The sales professional who hears only the literal statement misses the opportunity to address the unarticulated real concerns.

Beyond Vested Interests to Hidden Agendas

In a previous article, I explored how vested interests and hidden agendas influence business decisions. This distinction becomes even more critical in sales conversations.

A prospect's vested interest—their openly acknowledged stake in an outcome—is relatively easy to identify and address. They want cost savings, efficiency gains, or competitive advantage, and they'll typically tell you so directly.

The hidden agenda—those unspoken motivations that truly drive decisions—requires a more sophisticated approach to uncover. These might include:

• Fear of making a mistake that could damage their career
• Internal political considerations
• Reluctance to disrupt relationships with existing vendors
• Personal comfort with familiar systems despite their limitations

The Art of Active Listening

The bridge between what is said and what is meant lies in the practice of active listening—not as a passive technique, but as a strategic discipline that transforms the sales conversation. True active listening in B2B sales involves:

1. Analyzing Tonality and Cadence: Notice when enthusiasm rises or falls, when responses slow or quicken, and when confidence wavers in the prospect's voice.
2. Observing Non-Verbal Cues: In face-to-face or video meetings, watch for subtle changes in posture, eye contact, or facial expressions when discussing specific aspects of your solution.
3. Tracking Response Patterns: Pay attention to which questions receive detailed responses versus which ones are deflected or answered superficially.
4. Noting Inconsistencies: When a prospect's statements contradict earlier positions or don't align with their organization's known priorities, there's usually an unspoken concern driving the inconsistency.

The Strategic Follow-Up Question

The true mastery in this process comes not just from hearing what's unspoken, but crafting questions that respectfully bring those hidden concerns into the open. Consider these approaches:

• Reflection Questions: "You mentioned being satisfied with your current solution, yet you've also expressed frustration with its reporting capabilities. How do you reconcile those perspectives?"
• Future-Oriented Scenarios: "If budget constraints weren't a factor, what would your ideal solution look like?"
• Stakeholder Mapping: "How might other departments or team members view this potential change?"
• Risk Assessment: "What concerns you most about making a change like this?"

These questions serve a dual purpose: they demonstrate your attentiveness while creating a safe space for prospects to reveal their true concerns.

The Competitive Advantage of Comprehension

In an age where products and services increasingly resemble one another, the ability to truly understand your prospect's complete situation—both stated and unstated—becomes your most powerful competitive advantage. This skill:

• Reduces sales cycles by addressing real objections earlier
• Increases close rates by aligning solutions with actual needs
• Improves implementation success by accounting for organizational realities
• Builds stronger relationships based on genuine understanding

The Responsibility of the Seller

The burden of understanding falls on the seller, not the buyer. Your prospects shouldn't need to perfectly articulate their situation or needs—that's your job. When communication breaks down or opportunities are lost, the solution isn't to blame uncooperative prospects, but to enhance your ability to hear what they're really saying.

As sales environments grow more complex and buyer journeys less linear, this ability to understand the complete message—explicit and implicit—will increasingly separate exceptional performers from the merely adequate.

The next time a prospect tells you "I need to think about it" or "We'll circle back later," remember that your response to these statements should be shaped not by what was said, but by what you heard between the lines.

What techniques have you found effective for uncovering what prospects are really saying? Share your experiences in the comments below. Mike Berube