Selling in the Blind Spot
Many years ago, psychologists developed a simple model called the Johari Window.
Its purpose was to improve communication by separating what is known from what is unknown.
It turns out the same idea applies remarkably well to sales.
Every buying decision depends on discovering information that neither side fully understands at the beginning of the conversation.
At the start of most sales meetings, there are four realities.
There are things both you and the buyer know.
There are things you know that the buyer does not.
There are things the buyer knows that you have yet to uncover.
Then there are the issues neither of you has identified.
The most valuable sales conversations expand what is shared and reduce what remains hidden.
That requires more than a polished presentation. Focus on these habits:
Lead with questions before solutions. A recommendation has greater value when it is built on discovery rather than assumption.
Listen for what is not being said. Buyers often describe symptoms before revealing the real problem. Stay curious long enough to uncover what sits beneath the surface.
Share insights, not just information. Your experience should help buyers recognize challenges they may not have considered. That is where expertise creates value.
Invite honest feedback. The fastest way to eliminate blind spots is to encourage buyers to challenge your thinking and clarify theirs.
The strongest salespeople are not the ones with the most persuasive presentation.
They are the ones who uncover the greatest understanding.
Every meaningful question makes the unknown a little smaller. Every thoughtful answer moves the buyer closer to a confident decision.
As you prepare for your next meeting, ask yourself one question.
What do I assume I know about this buyer that I have never actually asked them to confirm?
Better questions lead to better conversations. Every PRECISE Performer is trained in question-led selling, helping uncover buyer priorities instead of relying on generic scripts. The result is more meaningful conversations and stronger opportunities from the very first call.
About Brian Sullivan
Brian Sullivan, CSP, is the author of 20 Days to the Top and a leading voice in sales training and development. He helps sales teams perfect their prospecting and performance with PRECISE Selling.
