Most salespeople listen only for a chance to jump in with a pitch. Top performers listen with the intent to truly understand. This deeper level of listening allows them to catch the subtle emotions and hidden pain points that competitors miss, building the trust necessary to win the deal.
Many salespeople make themselves the hero of the story, talking nonstop about their company or product. This "Main Character Syndrome" makes prospects feel they're being sold at, not collaborated with. It triggers immediate resistance, causing buyers to tune out, leading to stalled deals and ghosting.
Buyers are not looking for a new vendor; they are looking to solve a problem. Instead of listing features, top salespeople frame conversations around the specific problems they solve. This approach builds immediate value and positions the seller as a strategic partner in the buyer's success, rather than just another pitch.
To overcome 'Main Character Syndrome,' salespeople must shift their role from hero (Luke Skywalker) to trusted guide (Yoda). The prospect is the hero of the story. The salesperson's job is not to be the star, but to be the wise advisor who helps the hero navigate their challenges and achieve success.