This conversation is about sales, but not the pushy, fight-your-way-in kind. It’s about something much simpler and a whole lot more effective.

Matt shared the mistake most sales people make as they try to storming the castle.

Here’s what to do instead

• Stop pitching, start asking
Most sales calls fall apart because we lead with what we want to say. Matt flipped that on its head. When you ask thoughtful, structured questions, prospects don’t resist. They lean in and start talking.

• Questions are a discipline, listening is an art
That line stuck with me. Great questions aren’t random. They’re planned. When you know where the conversation is going, you can actually listen instead of just waiting for your turn to talk.

• Guide the conversation, don’t force it
Matt shared a simple flow. Start broad, narrow it down, and uncover the real issue. By the time you get there, the prospect has basically invited you in and handed you the problem to solve.

The big “aha” for me was this. You don’t have to fight your way into the conversation. If you do it right, they lower the drawbridge for you.