Stop selling what you think your customers need and start doing this instead

I used to think I was a great salesperson because I had all the right answers. I knew my product inside and out. I could explain every feature, every benefit, every reason someone should say yes. And I did what most people do—I led with that. Confident. Certain. Ready to convince. And I lost deals I should have won. I remember one pitch early in my career like it happened yesterday. I walked into the room fully prepared. My slides circled the room like a victory lap. I spoke for ten minutes s...