Episode #83: Go For The Sale’s Bull’s-eye

Why do many sales conversations only create “partial wins”?

Most salespeople stop at the visible problem.
They listen to what the client says, match a product or service, and close the deal.

But most problems are like icebergs — what you see is only a small part of the real issue.
If we only fix the “visible” problem, we leave bigger risks and opportunities untouched.

Mini-summary: Partial wins happen when salespeople only respond to stated needs and never explore what lies beneath the surface.

Most sales conversations sit in three layers:

1. Telling is selling
   The salesperson talks non-stop about features.
   They “spray and pray,” hoping something will interest the client.

2. Solution selling
   The salesperson asks about the problem and offers a solution that fits what the client already understands.

3. Insight selling (the bull’s-eye)
   The salesperson uncovers problems and opportunities the client has not yet seen.
   The client thinks: “I hadn’t thought of that!”

Mini-summary: Telling and basic solutions are common. True sales masters win trust by offering insights the client did not know they needed.

High-level sales professionals:

• “Dive under the iceberg” to understand the full situation

• Ask simple but powerful questions that challenge assumptions

• Share patterns from other clients and industries

• Connect their experience to the client’s specific context

Because they work with many companies, they see what insiders cannot see. They can transfer a successful idea from one setting and apply it in another.

Mini-summary: Top salespeople use curiosity, questions, and cross-industry experience to reveal hidden issues and create unique value.

An outsider’s “ignorance” can be a strength:

• You are not trapped by company habits, politics, or groupthink

• You can ask basic questions others stopped asking long ago

• You can challenge “the way we always do it” without fear

By openly asking these “simple” questions, you help the client see blind spots and rethink their normal way of doing business.

Mini-summary: When used well, not knowing everything allows you to question the obvious and create fresh insight for the client.

Practical ways to become an insight-driven salesperson:

• Slow down and observe
  Notice what is working in one client or industry and apply it in another.

• Capture and reflect
  Don’t just rush from meeting to meeting. Take notes, review patterns, and think.

• Do focused research
  Form a point of view on an industry. Test it in client conversations or surveys.

• Lead with insight, not features
  Start with what the client has not yet seen — risks coming soon, opportunities emerging now.

You will not hit the bull’s-eye every time, but your mindset and direction will be far ahead of competitors who only sell features.

Mini-summary: By observing, reflecting, researching, and leading with insight, salespeople become trusted business partners, not just vendors.

• Sales success requires going beyond stated needs to unseen problems and opportunities.

• “Telling is selling” and basic solutions are not enough for today’s clients.

• Curiosity, simple questions, and cross-industry learning create powerful insight.

• Insight-led salespeople become trusted partners and are invited into the client’s long-term strategy.

Founded in the United States in 1912, Dale Carnegie Training has supported individuals and companies worldwide for over a century in leadership, sales, presentation, executive coaching, and DEI. Our Tokyo office, established in 1963, has been empowering both Japanese and multinational corporate clients ever since.