Are You Selling or Just Answering Questions?
Too many sales calls sound the same: The buyer asks questions, the rep provides answers, and everyone feels like progress was made. But when the call ends, the rep has no real commitment, no next step, and no idea if the deal will move forward. That isn’t selling. That’s order-taking.
The Difference
The gap between answering and selling is where deals are won — or lost.
- Answering Questions means reacting. The buyer leads, the rep follows. The conversation stays at the surface.
- Consultative Selling means guiding. The rep uncovers problems, asks tough questions, and helps the buyer see the cost of doing nothing.
In OMG’s data, weak consultative skills are one of the most common reasons deals stall. Buyers don’t need a walking brochure — they need someone who can help them think differently.
A Simple Test
After your last sales call, ask yourself:
- Did I learn something new and valuable about their business
- Did they commit to a clear next step?
- Did I ask more questions than I answered?
If the answer is “no,” you weren’t selling — you were servicing.
Closing Thought
Today’s buyers already have information. What they don’t have is perspective. Selling isn’t about being the fastest answer; it’s about being the sharpest guide.
That’s what we practice inside the Strategic Sales Council — moving from order-taking to true consultative selling.
