# **Stop Selling and Start Solving: The Secret to Closing More Deals** **By Alykhan Jetha | Edited by Micah Zimmerman | April 3, 2025**
Most business owners dread selling because they think it means pushing products. But the truth? **The best salespeople listen more than they talk.** They uncover real pain points before offering solutions.
Here’s how to shift from selling to solving—and close more deals in the process.
## **The Biggest Mistake Entrepreneurs Make**
New business owners often fall into the **“me-me-me” trap**:
❌ They talk endlessly about their product.
❌ They assume prospects care about features.
❌ They forget to ask what the buyer actually needs.
But here’s the reality: **No one cares about your solution until they believe you understand their problem.**
### **The Fix: Listen Twice as Much as You Talk**
As the saying goes, *"You have two ears and one mouth—use them in that ratio."*
Instead of pitching, **ask questions like:**
- *What are you trying to achieve?*
- *Why haven’t you solved this already?*
- *What’s the biggest challenge you’re facing?*
**The answers reveal the real pain points—and that’s where your pitch should start.**
## **The Power of the “Five Whys” Technique**
One of the best ways to uncover deep needs is the **“Five Whys” method** (originally from Toyota’s problem-solving playbook).
**Example:**
1. Prospect: *“I need video production.”*
2. You: *“Why?”*
3. Prospect: *“To reach more customers.”*
4. You: *“Why do you need to reach more?”*
5. Prospect: *“Because they don’t understand our services.”*
**Boom.** Now you know the real issue—**poor customer education**—not just “video production.”
## **How to Build Trust (Instead of Just Closing Deals)**
The best salespeople **don’t sell—they serve.**
✅ **They diagnose before prescribing.**
✅ **They focus on needs, not products.**
✅ **They become trusted advisors, not pushy salespeople.**
This approach works in **any industry**, from B2B services to e-commerce.
## **My Hardest Sales Lesson**
Early in my career, I failed **hard** at sales.
- I talked too much.
- I assumed I knew what customers wanted.
- I lost deals to competitors who listened better.
But after **hitting rock bottom**, I realized: **Sales isn’t about convincing—it’s about connecting.**
## **The Bottom Line**
If you want to **close more deals**, stop selling and start solving.
🔹 **Ask more questions.**
🔹 **Dig for real pain points.**
🔹 **Only then—offer a solution.**
When you **focus on problems first**, sales becomes **easier, more authentic, and far more effective.**
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### **More from Entrepreneur**
🚀 [How to Craft a Bulletproof Sales Strategy](#)
💡 [The Psychology of Closing Deals](#)
📈 [Why Listening Beats Talking in Sales](#)
**What’s your biggest sales challenge? Share in the comments!** 👇
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