04-17-26 MEDM AM

April 17, 2026

A business owner in my private network asked me why his sales weren't consistant.

Smart guy. He had good leads coming in. Qualified prospects. But the close rate was all over the place.

I asked him to walk me through his last sales call. He did. And within 30 seconds I knew exactly what the problem was.

He was selling how he buys.

He's a price shopper. So he leads every conversation with pricing. He opens with discounts and compares himself to competitors on cost.

But the majority of people don't buy with logic. They buy with emotion, then justify it with logic.

Most business owners sell 'backwards'. They're selling features, pricing, speed. All logic, zero emotion.

I learned this the hard way in real estate. I used to sell houses. "3 bed, 2 bath, $50K, needs some work."

Nobody gave a damn.

Then I started selling solutions: "You're in Oregon. The house is in Ohio. Your mom left it to you and your brother. You don't want to deal with winterizing it, fixing it up, or coordinating with a realtor from 2,000 miles away. I can close in 7 days and take it off your hands."

Same house. Different conversation. WAY higher close rate.

The biggest miss I see: you're not asking what the problem actually is. You're jumping straight to the sale and that's a turnoff for the kind of buyer you want.

Roofing guys do this. "15% off roof replacement, call now!"

Cool. You'll get bottom feeders and tire kickers, wanting even MORE of a discount.

Try this instead: "A new roof is an investment. It adds $50K in value to your home for a $25K cost. It protects your biggest asset. And if the roof goes, everything under it goes with it. We're booked 2 months out, but we had a cancellation and can get you in this week."

You just sold scarcity, urgency, massive value and protection. Not a 'discount'.

Stop selling price. Start selling solutions.

The close rate fixes itself when you stop selling and start solving.

If you know you're leaving money on the table and want some help, I can take a peek at what's going on.


Mark Evans DM