How To Have A Sales Conversation WITHOUT Explaining What You Do

Do You Really Need to Explain What You Do on a Sales Call?

I was having a conversation the other day about discovery calls, and I was asked:

“How do I explain what I do to the prospect?”

I paused for a moment, unable to answer the question before realizing it’s been a very very long time since I’ve explained what I do on a sales call.

Most of my prospects come to a call with context for what I do, based on the fact that 9/10 have been personally referred by a friend, colleague, or client.

But even when they have “no idea how they ended up here,” I don’t ever really “explain what I do.”

Because selling in 2025 is not about ME or what I do.

A Quick History of Sales Approaches

Back in the day (think 1950’s) the predominant sales approach was “why us”: businesses attempted to prove their credibility by talking about their products, strengths and history to persuade their prospective clients.

Try that technique now, and you’ll surely lose the sale.

After “why us” came pain point marketing and “why our solution” is better than all the others. This is the approach most people are still using today.

You identify their frustration and figure out how to position your product or service as the solution to the problem.

However, this approach can easily feel manipulative and puts you in the defensive position of having to overcome objections, convince your prospect, and provide proof that your solution will work for your client.

This is probably the approach you’ve been taught, and also probably why you hate sales.

The More Evolved Approach: Consultative Sales

A more evolved approach to sales is consultative in nature.

The focus is no longer just “why us” or “why our solution” but rather:

• “Why change?”

• “Why now?”

This shifts the focus from US to THEM.

What I Focus on in a Sales Conversation

My primary objective in a sales conversation is to identify the following:

• What are their goals?

• What are their challenges?

• What have they tried?

• What’s worked? (Or not)

• Why do they want help now?

• Do I want to help them? Or do I think I can?

• And what would serve them best?

This tells me everything I need to know to offer valuable counsel during the interaction, and determine if we would be a good fit.

Why I Don’t Assume It’s a Fit

I never assume that a client will be a good fit, because sometimes they are not. (Though I have offers for different types of clients in order to cover a wider market.)

This also helps me stay one up in the conversation because there’s no neediness for their business.

The second you “NEED” the sale, you put yourself at a disadvantage. And your client will more than likely feel unsafe in the interaction and go running for the hills.

How the Sale Happens Naturally

When we’ve established that it’s a good fit, we have a quick agreement around the terms of the partnership and the sale has been made.

When you are genuinely curious to connect with your prospect, lead them through the conversation with confidence, and provide true value in the interaction (with zero attachment or resistance)… you set yourself up for success.

No need to explain what you do, manipulate their pain, or become someone you’re not.

What I Teach My Clients

This is exactly what I teach my clients to do.

If you’d like to learn how to serve your clients by becoming the kind of salesperson they need, one with the expertise and experience to provide them with good counsel, advice, and recommendations…

Because you’ve realized that being poor at sales is not only costing you clients, but also preventing you from guiding those clients to reach better outcomes in their life, AND you’re ready to do something about it…

To book a call, click here: https://bit.ly/JulieJones_bookacall and we’ll have a brief chat to establish if we’re a good fit to work together and what it would look like to do so!

And to find out what your Sales Style is, click here: https://bit.ly/sales-style-quiz