Why Great Sales Start with Listening, Not Selling

When people hear the word "sales," they often picture pushy pitches, constant follow-ups, and closing deals no matter what. However, there's another, more meaningful way to think about sales —one that's all about solving problems and building genuine connections. This fresh approach is championed by Bill Morrow, a managing partner at Empirical Consulting Solutions. It's not just about getting results—it's about doing it in a way that builds trust and long-lasting relationships. 

Changing the Mindset: From Transactions to Solutions 

Most of the time, we think of sales as a transaction: you offer a product or service, and the client buys it. But Bill believes that great salespeople do much more than just close deals. They solve problems. They listen carefully to what the client really needs and offer a solution based on that. And here's the surprising part: sometimes, that solution might mean suggesting a competitor. Yes, really. 

But why would anyone recommend a competitor? 

THE THING that sets great salespeople apart from the average salespeople is being all-in committed to helping the client. It's not just about closing a quick sale—it's about building trust, fostering real relationships, and providing solutions that actually help the client. 

Bringing Problem-Solving to Life 

Salespeople talk about "overcoming objections" or "winning the deal." Persistence is important, of course, but there's a bigger game at play—solving real, often complex problems. Bill shared his experience from his time at Lakeshore Learning Materials, where he was Vice President of Sales. During his time there, he brought in processes that elevated their sales approach, helping the company grow sales by 20% year after year. His secret? He wasn't just selling—he was solving. 

At the heart of every sale is a problem. The key to being great at sales is figuring out what that problem is—even when the client isn't fully sure what it is themselves. The best salespeople are the ones who dig deep, uncover the issues the client might be struggling to express, and offer a solution that feels custom-made for them. 

Listening: The Unsung Hero of Sales 

Listening. It's one of the most overlooked but crucial skills in sales. Honestly, can you solve someone's problem if you don't understand it? I know this seems so basic, but it is a skill not commonly used. Bill emphasizes that successful salespeople start by listening—really listening. We're not talking about nodding along while the client talks; it's about tuning into their frustrations, their pain points, and their goals. 

Too many salespeople (and I get it) get caught up in thinking there's some magic pitch that'll get the job done. But the truth is, sales isn't about memorizing scripts. It's about having a real conversation, asking the right questions, and being ready to adapt based on what you hear. 

Here's something to think about: spending 80% of your time in a sales conversation just listening will probably gather more useful information than if you're the one doing all the talking. By letting the client share their concerns and needs, you're setting yourself up to be the hero who can offer the perfect solution. 

Radical Value: Putting the Client First 

Let's circle back to that point about recommending competitors. It sounds (really) crazy at first; I get that. However, here's why it works: radical value means prioritizing the client's needs over your own. Imagine telling a potential client, "You know, I don't think we're the best fit for what you need right now, but I know a competitor who might be able to help." 

Would they be surprised? Absolutely. But more importantly, they'd trust you. That's how you build a relationship that lasts. Even if you don't close the sale today, you've set yourself up as someone who genuinely cares about the client's success. And the next time they need something, or when they're ready to invest in what you do offer, guess who they'll think of? You. 

Blending Process with Creativity 

A key insight from Bill's approach is that having solid processes in place doesn't kill creativity in sales—it actually makes it flourish. Stay with me. By giving your sales team a clear process to follow, you free them up to focus on what really matters—finding creative ways to solve client problems. 

At Lakeshore Learning, Bill didn't rely on rigid scripts or robotic sales tactics. He built a professional, repeatable process that allowed the team to stay organized and focused while still being able to offer personalized, creative solutions. Structure and innovation don't have to be opposites—they work best when they come together. 

Learning to Love "No" 

Here's a perspective shift that could change the way you think about sales forever: instead of fearing rejection, embrace it. Bill and I talked about something called "going for no." The go-for-no mindset means actually aiming to hear "no" from clients. Why? Because every "no" brings you one step closer to a "yes." 

Kick fear to the curb. When you stop being afraid of rejection, you'll find yourself taking more chances. And those risks? They lead to more sales. Too many salespeople let the fear of hearing "no" hold them back. But if you expect it, and even aim for it, you'll not only reduce the fear but also increase the number of "yeses" you get. 

The Power of Face-to-Face Connections 

Finally, in today's digital world, it's tempting to rely entirely on emails and LinkedIn messages. Yes, technology makes it easier to stay in touch, yet Bill stresses the importance of face-to-face conversations. Whether in person or over a video call, those real-time interactions help build trust faster than any email ever could. 

Conclusion: Sales as Problem-Solving 

By redefining sales as a problem-solving process, you'll stand out in a crowded market. Focus on what your client truly needs. Listen deeply. Offer radical value (even if that means pointing them to a competitor), and see "no" as part of the journey to "yes." Don't lose sight that personal connections—whether in person or over a video chat—are irreplaceable.