Executing the sales process and gaining a prospect’s agreement to the commitments you request are much easier (you are on more solid ground) when up front you work to understand and align with the prospect on the fact that they are trying to solve a problem or capture an opportunity and you can help them.
Then you are helping them achieve an outcome they want, not pushing your “solution “on them. You need to establish this early in the engagement. If you can’t, you really don’t have an opportunity; walk away. This requires detailed discovery, not a cursory check the box exercise so you can rush to get your proposal in front of them.
Done well, it becomes symbiotic. You are both rowing in the same direction.
Without that you are pushing uphill against resistance because they don’t see the value in agreeing with your asks.
