The Danger of “Good” In Sales

The Danger of “Good” In Sales

Welcome back to the 30th issue of Disrupting Conversations!

Unlike my previous newsletters, I have a rare offer at the end of this issue—something we haven’t done since 2021. It’s for those who want more out of their sales efforts, and life. Keep that in mind as you read on. 

Have you ever caught yourself labeling a prospect's response as "good" during a sales conversation, only to have the deal fall through later? Or felt the urge to play it safe when you know you should be asking tougher questions? You're not alone. These internal struggles are common experiences for many sales professionals, and they can make or break your success.

Today, we're diving deep into the psychology of sales, exploring how our mindset—particularly labeling what we hear as “good”—influences our interactions and outcomes. It's a trap that even seasoned pros fall into, and it can derail your efforts faster than you might think.

Are you ready to confront how you interpret and label what you hear, and transform your approach? Let's dive in.  

Breaking Sales is my podcast to connect with those who are ready to break free from the chains of old sales methodologies that don’t work.

Title of Episode: What Are Your Prospects Actually Saying?

🎙️What common mistake can be the kiss of death in sales? Labeling something your prospect says as "good." It might seem counterintuitive, but this simple act can cause you to become complacent in your listening and questioning, potentially derailing all your hard work.

In this episode, Pam and I explore this dangerous pitfall: the temptation to hear what you want to hear, not what your prospect is actually saying. We discuss why "buying signals" might not mean what you think they do, and how to keep pushing for deeper understanding instead of settling for surface-level positivity that often masks hidden challenges ahead.

The Inner Battle: Navigating the Voices in Your Head

Picture this: You're sitting across from a prospect—the CFO of a manufacturing plant. You've worked hard to secure this meeting, and you can feel the weight of opportunity—and pressure—in the air. As the CFO offers a tour of the facility, two distinct voices start battling in your head. One urges caution, whispering, "Don't say anything stupid. Don't mess this up." The other voice, quieter but insistent, says, "Ask the tough questions. Dig deeper."

This scenario isn't fictional—it's a real experience from one of my clients, and it perfectly illustrates the internal struggle many of us face on a daily basis.

The first voice is driven by fear of failure and a desperate need to close the deal. This voice tells you to play it safe, to avoid rocking the boat at all costs.

The second voice encourages curiosity, objectivity, and a genuine desire to understand and provide value, yet feels risky.

In this particular situation, my client found himself torn between these two mindsets. The CFO seemed to be going through the motions, likely fulfilling a quota of vendor meetings. The default mindset urged my client to stay quiet, to avoid offending the CFO and losing a potential second meeting.

But the other voice won out. My client took a risk and asked pointed questions:

"Where in the facility are you most proud of your investments? What's given you an edge?"

"Conversely, where do you feel there's room for improvement or further investment?"

These questions, born from genuine curiosity and a desire to understand, broke through the CFO's routine.

The initial silence after each question sent my client's default mindset into a panic, “Oh crap, he’s not responding—did I push too much?” But the results were transformative. The CFO engaged, opened up, and ultimately expressed a desire for a follow-up meeting.

Even then, the battle wasn't over. When the CFO suggested another meeting, the default mindset screamed, "Book it now!" But the other voice urged caution and curiosity. My client asked one more crucial question: "What resonated with you today? What's on your mind for our next conversation?"

👉 This story illustrates a fundamental truth in sales: the biggest obstacle we face isn't external—it's internal. It's the constant struggle between playing it safe and pushing for meaningful engagement. It’s up to you to ensure the latter wins out.

Disrupting Conversations and Your Prospect’s Budget 

We don’t do these often. In fact, the last time I hosted a webinar for public consumption was in 2021. 

I was once told, “Shallow brooks run noisy; deep rivers run silent,” and I’ve taken that approach for much of the past 17 years. 

That said, I’ve also noticed how the coaching and training space has ballooned over time. Go into any local coffee shop and ask, “Are there any business or life coaches in the room?” Take note of how many hands go up. 😂

Why? Because there is a low cost of entry into the coaching world. 

And subsequently, a lot of one-hit wonders (if they have any hits at all). 

After 17 years and tens of millions invested in our approach, I feel like we have something to say. 

Check out our upcoming webinar series starting October 8th. If you want to get serious about your income, goals, and both business and life experiences—this webinar will be a valuable path and catalyst. 

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Thanks for reading!

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