June 21, 2025 | Read online
Why Pitching Your Product is Killing Your Sales
by Kevin 'KD' Dorsey
Alright, let’s talk about why your product pitch is falling flat the moment you start talking. It’s because nobody gives a damn about your product—at least not at first.
For over a decade, I’ve watched salespeople lose prospects’ interest by diving straight into features and benefits. But here’s the thing: the real power move is to flip the script. Instead of pitching, focus on the problems you solve. This counterintuitive approach not only keeps prospects engaged but also positions you as a trusted advisor rather than just another vendor. Let’s break down why this works and how you can master it.
With over 10 years of sales experience and expertise in objection handling, I’ve developed proprietary techniques like the “Eight Mile” method for getting ahead of objections. I’ve trained and coached sales teams at multiple companies on psychology-based selling, and I can tell you this: the conventional wisdom of pitching your product is misguided and ineffective. It’s just not gonna cut it if you wanna crush your quota.
The Pitfalls of Pitching Your Product
When you launch into a product pitch, you risk losing the prospect’s interest and attention. Prospects don’t really care about the features and details of your offering until they understand how it can benefit them. Pitching too early comes across as self-serving instead of customer-centric. It’s like you’re just trying to show off how great your product is without even knowing if they need it.
Consider this: 86% of buyers are more likely to purchase if you understand their goals, but 59% say most reps don’t take the time (Salesforce, 2023). That’s a staggering disconnect. And with 78% of buyers being more careful with spending, understanding their pain points is crucial for showing clear value (Salesforce, 2023). If you’re just rattling off features, you’re missing the mark entirely. You gotta dig deeper and uncover what’s really keeping them up at night.
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Shift the Conversation to Customer Problems
Instead of pitching, briefly answer the “what do you do” question, then immediately ask the prospect about their challenges. Look, a lot of managers just don’t have the time to properly train their teams, you know? And that’s a huge problem - it leads to poor skills, longer ramp-up times, and missed quotas. But we’ve got sales training frameworks and documented scripts that can give managers back that time and actually improve their team’s results. How are you leveling up your team right now?
This positions you as a consultant trying to understand their needs, not just a vendor. For example, you could say, “We help companies increase sales efficiency. What are your biggest obstacles to hitting your revenue targets?” This simple shift in conversation makes you appear more interested in solving their problems than in selling your product. It’s a game-changer, trust me.
Maintain Control of the Dialogue
At the end of the day, the person asking the questions is the one in control of the conversation. They set the agenda, they steer the discussion. That’s a key principle to keep in mind. By asking questions, you take control of the conversation away from the prospect. You can guide the discussion toward areas where your solution provides value.
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The prospect is more engaged because you showed interest in their problems first. Guiding discussions to your solution’s value increases sales opportunities, forecast accuracy, and customer satisfaction (Richardson, 2023). This approach not only keeps the conversation relevant but also builds trust and positions you as a problem-solver. And that’s what’s gonna set you apart from all the other reps out there.
Conclusion
Following the conventional wisdom of pitching your product is a surefire way to lose prospects’ attention. The counterintuitive move is to avoid product details and instead learn about the prospect’s challenges. This approach better qualifies the lead, builds trust, and allows you to position your offering as the solution.
So next time someone asks, “What do you do?” resist the urge to dive into your product pitch. Instead, flip the script. Focus on the problems you solve, ask insightful questions, and watch as your sales conversations transform. This is the key to not just making a sale, but building lasting relationships with your prospects. It’s time to level up your game and start selling like a pro.
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