Most sales conversations are surface level. The vendor talks with the prospect, asks some situational questions, and then makes a pitch.
But when the conversation is surface level, the offer is viewed at a commodity and the prospect is not motivated to change.
On the flip side, if you can go deep with your prospects, things are different.
You can understand WHY they are interested in your services.
You can understand their goals and targets.
You can understand the consequences if they don't take action.
And when you understand all of this information on your prospects, you are in a much better place to compel action.
A great sales conversation goes deep.
A weak one stays on the surface level.
If you want to up your sales game, you have to get used to asking uncomfortable questions.
It's the key to really understanding your prospects.