“You’re Going to Love Our Tool” — and Other Things That Kill Deals
The moment you assume you’re the answer… you stop being curious enough to earn it.
It was supposed to be a discovery call.
But here’s how it went:
The prospect joins.
Light banter.
A few discovery questions—two, to be exact:
“How many leads do you usually manage?”
“What tool are you using today?”
Then came the chuckle.
A quick laugh.
Followed by:
“Oh, you’re going to love our tool.”
And just like that, the demo begins.
A monologue dressed up as a presentation.
No context.
No understanding.
No real discovery.
Just feature after feature…
Thrown at a problem we hadn’t even earned the right to define.
I watched it happen in real time—
And I see versions of it every week.
Here’s the truth no one tells you:
The moment you assume you’re the answer, you’ve already stopped listening.
Neediness wears a lot of disguises.
Sometimes it sounds like hype.
Sometimes it’s overselling.
And sometimes—it’s just rushing:
Rushing to be liked.
Rushing to prove worth.
Rushing to show off the thing you’re so proud of.
We confuse excitement with credibility.
We confuse passion with trust.
We confuse volume with value.
And in doing so, we miss the one thing the buyer is silently asking:
“Do you actually understand me?”
The best salespeople don’t chase.
They challenge.
They don’t jump in with,
“You’re going to love our product.”
They ask:
• “What’s started feeling unmanageable lately?”
• “Where do things tend to break down behind the scenes?”
• “What have you tried already that didn’t work?”
And they sit with:
“What’s happening right now that made this a priority?”
They don’t narrate a journey.
They invite one.
And they know this:
Credibility isn’t earned by proving how great your tool is.
It’s earned by proving you give a damn about the person using it.
The first real pattern interrupt?
Restraint.
Because most sales advice is just noise:
• Use this script
• Nail this CTA
• Drop in social proof
Buyers are numb to it.
They’re not waiting to be wowed.
They’re waiting to feel understood.
Final thought:
That call I mentioned?
It ended in a “send me more info.”
You already know what happened next.
Ghosted.
Because when you pitch before you probe,
you don’t build momentum.
You build resistance.
It’s like a doctor prescribing without diagnosing.
Would you go back to a doctor like that?
P.S.
This newsletter isn’t here to make you louder.
It’s here to make you matter.
—The Buyer Shrink
🛋️ Guilty until proven innocent.