ACTIONABLE TAKEAWAYS:Deflect Product Questions Early: When a prospect asks about your product upfront, redirect by asking what’s happening in their business that made them look in the first place. Avoid the trap of leading with features.Reduce Technical Objections: If a prospect fixates on a small technical blocker, refocus on the bigger business problem. Aligning on major pain points can make minor technical concerns less of a deal-breaker.Dig Beyond Surface Problems: Low win rates aren’t the real problem. The true impact is missing revenue targets, losing reps, or struggling to hit quota. Always tie issues to business consequences.Identify the Root Cause Before Solving: Before proposing solutions, confirm the real problem, its impact, and the root cause. Then present your solution in a way that connects all three.KEENAN'S PATH TO PRESIDENTS CLUB:CEO @ A Sales Growth CompanyAuthor of Gap SellingVP of Sales @ 2WireVP of Sales @ AvayaRESOURCES DISCUSSEDJoin our weekly newsletterThings you can steal