Don’t Convince—Guide. Here’s How

This month, we’re exploring how to BEING Brave in sales—by meeting objections with curiosity, presence, and compassion. This week, we’re talking about: BE Brave – and informative. What options will satisfy them?

This is where it gets tricky.

This is not the time to unload everything you know about the product or service in an attempt to overcome their concern. It’s not the time to drown them in data, hoping to prove their concern wrong—no matter how well-intentioned that might be.

This is the time to stay grounded and present.

You’ve done the hard work already:

• You uncovered the real concern.
• You listened with patience.
• You created trust.

Now, you can offer them options—just two.
Present them clearly and simply. Then ask: Which one would you like to explore first?
And follow their lead.

Remember last month’s theme of Being Succinct? It matters more than ever here. Manage the urge to talk through the discomfort or convince them. That impulse will only erode the connection you’ve built.

Your job now is to make it easy for them to say yes.

Now, go and make it simple for them.