In Sandler Sales Training - there is a story of a teacher that told a student that the picture that they painted had a nice sun, clouds, beach, etc...but was missing a seagull. The realization was that the student didn't envision a seagull in their own picture and therefore was upset when the teacher painted one in.
In sales, too many sales people tend to think that they know how their prospect's idea of a perfect picture of a solution should look...
Do not assume that you know what your prospect's biggest motivators and/or their biggest pains are!
Example: While selling credit card processing to merchants, just because you can tell from their statement that your prospect is paying too much, don't jump to conclusions that they feel the way you do!
Sometimes you need to just shut-up and listen to how they feel and permit them to give you clues based on how they want things to look!
Let your prospect paint the picture for you and NEVER make the mistake of thinking that you know what they want!
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