The Secret to REALLY Engaging Your Modern Buyers.

Let me cut straight to the chase:

The hardest part of the sales cycle is no longer closing the deal.

The hardest part today is getting the attention of your prospect — opening up that initial conversation.

So, how do you engage your buyers when they don’t want to be engaged?

First things first: You don’t pitch them.

You create what I call a Lean-Forward Moment (LFM).

What is a Lean-Forward Moment?

A Lean-Forward Moment happens when you say something so meaningful, so relevant, that it literally makes your prospect sit up, lean forward, and ask:

“Tell me more about that.”

Why is this moment so critical?

Because only when they ask you a question or to give them more information have they given you their explicit permission to start selling to them.

Before that, all you’re doing is talking at them.

But the moment they lean forward and ask for more, you’re now having a real business conversation, one that positions you as the trusted advisor who can help them make the right buying decision.

So, how do you create Lean-Forward Moments?

There are really only three ways to create this powerful moment:

1. Make them aware of a business opportunity they didn’t know existed.
2. Warn them of a risk they didn’t realize they’re exposed to.
3. Help them understand that they really do have a need for what you’re selling.

Now, let’s break these down.

The First Two Options: Opportunities and Risks

The first two options are more challenging but incredibly powerful. Why? Because you’ll need to do your homework. You’ll have to research your prospect’s business so deeply that you might even know more about their risks and opportunities than they do themselves.

It’s difficult, but not impossible.

If you’re an expert on their industry or you have worked with similar businesses, you’ll likely have insights or knowledge that can challenge their thinking and make them take notice.

The Easier, More Scalable Option: Lead with Insights

The third option is the one I teach my clients because it’s easier to implement and highly scalable.

You don’t need to know every detail about your prospect’s business; you just need to come from a position of insight, knowledge, and expertise.

Here’s how it works: Lead with a strong Point of View.

This could be:

• “The 3 (or 5, or 7) things that companies in your industry often get wrong,”

or

• “Watch out for these common pitfalls in [insert industry],”

or

• “The top 5 strategies successful [industry] companies use to get ahead.”

The goal is to get your buyers intrigued.

Once you have their attention, invite them to self-assess their situation. This could be through a checklist, a scorecard, or a health check. Let them discover for themselves that they have a need for what you’re offering.

A Practical Example

Here’s an example I use with my clients: “Take our FREE Sales Funnel Assessment.”

Take the test.

This free self-assessment allows buyers to assess their situation, without any influence or pressure from a salesperson.

When buyers see their own gaps, they lean forward and ask, “How can you help me fix this?” — and that’s when the real conversation begins.

What Could YOU Use to Create a Lean-Forward Moment?

Now, it’s your turn. What could you use to intrigue your prospects? What insights, checklists, or assessments could you offer that would make them lean forward and ask, “Tell me more”?

I invite you to explore the tools and resources you already have, just waiting to be used to create your Lean-Forward Moment.

Ready to Upgrade Your Sales?

If you’re tired of pitching and not getting results, it’s time to stop selling and start helping. Take the first step by offering something valuable and intriguing — and watch how your prospects lean forward and engage with you.

Take our FREE Sales Funnel Assessment now and see where your business stands.

Let’s upgrade your sales approach.

Click here to get started.

Discover Your Gaps!

About the Author

Peter Strohkorb is the Founder and Principal of Peter Strohkorb Sales Advisory, a leading Sales Acceleration firm helping B2B companies worldwide achieve "More Sales, Faster." With a proven track record of delivering results, Peter’s Buyer-Focused Selling System empowers businesses to transform their sales process to meet the demands of today’s modern buyers.

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