Your sales team is talented. Your offer is solid. So why are some conversations still falling flat?
Here’s the thing. Sales success isn’t just about having the right product or training. It’s about how your team shows up in the conversation and what they’re focusing on in those critical moments.
Over the years, I’ve worked with founders, CEOs and sales leaders across high-growth businesses. And time and again, I see the same patterns emerge.
Three simple mistakes that quietly erode sales performance, even in experienced teams.
The good news? Every one of them is fixable (and quickly) if you know what to look for.
Mistake 1: Making It About You (Not Them)
You might not even realise your team is doing this, but if sales conversations are full of “I’ve got this great offer” or “I know this will change your business,” they’re centring themselves instead of the client.
And let’s be honest … no one wants to be talked at.
Your offer might be incredible, but your potential client is only interested if it connects directly to what they actually need.
Sales Activation Tip
Try opening with something like: “I’m curious, what’s been feeling like the biggest roadblock for you in [relevant area] lately?”
Starting with showing interest in their world shows empathy, relevance and intent. And that’s how you start to build genuine trust.
Mistake 2: Pitching Too Soon
If your team is diving into every little detail of your offer – the pricing, inclusions, timeline – before the person across from them has even shared what’s going on… it’s too soon.
And it’s costing you conversions.
This usually happens when someone is eager to help or uncomfortable with silence. But pitching too early is like skipping the diagnosis and jumping straight to the prescription.
Sales Activation Tip
Slow it down. Ask at least three meaningful questions before anyone presents a solution.
Here’s the kicker, make sure your salespeople are only presenting a solution once they’ve uncovered the gap between the client’s current reality and their future ideal scenario.That’s when it becomes clear what’s missing and how your offer can help fill that space.
This isn’t just good sales practice. It’s how your team earns the right to talk ‘solutions’.
Mistake 3: Talking Too Much, Asking Too Little
This one’s a biggie.
If your reps are doing most of the talking, chances are they’re telling instead of asking and missing the gold that comes from really listening.
Sales Activation Tip:
Flip the ratio. Your team should aim to speak 30% of the time, and let the client speak 70%.
This isn’t a presentation. It’s a conversation. One where curiosity is your team’s greatest sales skill.
Encourage open-ended questions that help potential clients unpack what’s really going on.
Quick Recap:
- Lead with their world, not your offer. Start by uncovering their challenges.
- Don’t pitch too early. Wait until there’s clarity around what they truly want and need.
- Talk less, ask more. Curiosity and connection always outperform generic scripts.
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