During a call review, I noticed an SDR move straight into the pitch as soon as the prospect mentioned a challenge.
At first, it sounded logical.
The SDR recognised a problem and knew exactly how the solution could help.
So I paused the recording and asked:
“What do you actually know about the impact of this problem on the customer?”
He started answering.
Then stopped.
Most of what he was saying hadn’t actually been said by the prospect.
That was the coaching moment.
Understanding Before Explanation
Instead of discussing how he could improve his pitch, we went back to what he could have discovered first.
- What is really happening?
- Why does it matter?
- What happens if nothing changes?
- And only then: is there enough relevance to explore a solution?
I didn’t give him the questions he should ask next time.
We explored the options, he chose the questions that felt natural to him, and we practised that moment again.
From Pitching to Better Judgement
His focus for the next calls became:
“Before I explain how we can help, I want to understand why this matters to the customer.”
Because even a great pitch has little value when it solves a problem whose impact you don’t understand.
And without that understanding, there may be very little reason for the prospect to continue the conversation.
For me, that’s what sales coaching should develop:
Not a better script.
Better judgement about when to listen, when to explore and when a solution becomes relevant.
Recognise this in your team? Let’s spar about what your sales conversations might reveal.
Read the full article: Every Sales Call Is a Two-Way Interview.
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