Your Job Is to Solve, Not to Push
Forty ways to shift from pushing a product to solving a problem, which is where real selling begins.
People pay to solve problems. Understand the problem and the sale gets easy.
20 tips that really help
These ideas come from The Psychology of Selling (Brian Tracy), Secrets of Closing the Sale (Zig Ziglar), To Sell Is Human (Daniel Pink), and everyday practice. The first six help the most. Pick one and try it today.
Start with the problem
Customers buy to change something that bothers them. Begin there, not with your product.
Ask “What is bothering you most?”
Hold back the feature list
A list of features rarely lands until the problem is clear.
Delay your features by five minutes.
Use their words
Writing the problem in their own language shows you understand.
Write one customer quote.
Find the cost of the problem
Time, money and stress make a problem real.
Ask “What does this cost you?”
Find the cause
Fix the root, not just the symptom.
Ask “Why do you think that happens?”
Find who is affected
Problems touch several people and each may care differently.
Ask who else feels it.
Find what they tried
Past attempts show what to avoid.
Ask “What have you tried so far?”
Find what success looks like
A clear goal guides the solution.
Ask “What would ideal look like?”
Match solution to problem
Show only what helps with this problem.
Choose three relevant points.
Show a simple plan
Three steps are easy to follow.
Write three steps.
Show a similar example
A story of a similar problem builds belief.
Prepare one case.
Show proof
Numbers and quotes support your claim.
Collect one proof item.
Ask how they would solve it
They often have good ideas.
Ask “What would help most?”
Check fit often
Short checks keep you aligned.
Ask “Does this help?” every few minutes.
Adjust as you learn
Change your plan if you hear something new.
Be ready to shift.
Do not force a fit
Not every problem is yours to solve.
Refer elsewhere when needed.
Think long term
Plan for the next problem too.
Ask about the next goal.
Celebrate solutions
Be proud of the help you give.
Note a win.
Keep solving
Every day is another chance.
Start with one problem now.
Be known as a problem solver
It is a lasting reputation.
Write how you want to be known.
Easy things to say
When you are stuck, pick one of these. They work in many sales conversations.
“What is the biggest challenge right now?”
“What does that cost you today?”
“Here is how this could help.”
“Does that solve what you described?”
“That is not something we do well.”
“Shall we try a small first step?”
Your first week
One small action a day. Each day is only a little bigger than the last.
Ask about one problem
Write the problem in their words
Match one feature to it
Ask about its cost
Offer one small first step
Check their reaction
Review what you learned
Further reading
- The Psychology of Selling (Brian Tracy)
- Secrets of Closing the Sale (Zig Ziglar)
- To Sell Is Human (Daniel Pink)
The tips above are written in our own words and are general guidance. The books are suggestions for further reading.
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Start freeThese lessons share general learning and everyday ideas. They are not medical or mental health advice. If you feel very anxious, low or unwell, please talk to a doctor or a qualified professional.
More lessons in “The Confident Seller”
Keep going. Small steps every day make a big change.
← Previous: See Your Customer as a Real PersonNext: Be Proud of the Value You Bring →
- You Are Already a Salesperson
- Throw Away the Pushy Salesman Picture
- Believe in What You Sell
- Silence Your Inner Critic
- Your First 90 Seconds of Courage
- Borrow Confidence You Do Not Feel Yet
- Celebrate the Small Win Every Day
- Why "No" Is Not About You
- The Rejection Reset in 60 Seconds
- Turn Every No Into a Lesson
- Ask for Feedback Without Fear
- The Numbers Game Made Simple
- Bounce Back After a Bad Call
- Why Great Sellers Hear Thousands of Noes
- Breathe Away Pre-Call Panic
- Your Pre-Meeting Ritual
- Stand Like Someone Worth Hearing
- The Power Pose Myth and What Really Helps
- Sound Calm When You Feel Shaky
- What to Do When Your Mind Goes Blank
- Speak Slower, Sell Better
- Sell to Serve, Not to Impress
- The Giver's Edge
- See Your Customer as a Real Person
- Your Job Is to Solve, Not to Push
- Be Proud of the Value You Bring
- Lead With Honesty Every Time
- The Quiet Power of Integrity
- Start Your Day Like a Pro
- Set Goals You Can Actually Hit
- The Two-Minute Daily Review
- Read, Listen, Learn: 15 Minutes a Day
- Find a Mentor Who Pushes You
- Say Your Wins Out Loud
- Survive Your First Sales Slump
- Protect Your Energy Like Money
- When Sales Are Slow, Do This
- Stay Hopeful in a Long Sales Cycle
- Turn Pressure Into Focus
- Become the Seller You Admire
