The most useful thing you can do before you pitch.
A little less explaining. A little more understanding.
Start with their working day
Before explaining what your product does, learn where the buyer’s current process creates difficulty. Ask them to walk you through a recent example. A concrete event usually tells you more than a broad statement about efficiency.
Follow the answer
A question is only useful if you listen to its answer. If someone says that approvals take too long, ask what happens while the team waits. Explore the effect without making the problem sound larger than it is.
Reflect before recommending
Summarize the issue and invite correction. “The approval step is unpredictable, and that makes it difficult to commit to customers. Is that the main concern?” Let their response shape what you explain next.
Make your recommendation specific
Once you understand the need, connect only the relevant parts of your offer. State what your product can do, what it cannot do, and what you would need to confirm. End with a question about fit.
One thing to try.
In your next call, wait until you can summarize the buyer’s problem in their terms before describing your solution.
Put it into practice