“We’re considering a few options, and at face value, you all seem quite similar – even the pricing. Why should we buy from you?”
This is one of the most common yet challenging questions sales professionals face. Many default to listing product features, service benefits or jumping straight to pricing. While this response may seem logical, it rarely convinces a prospect to move forward. In fact, research shows that salespeople who focus on product features alone lose deals more often than those who engage in consultative selling. According to a study by CSO Insights, 70% of buyers feel that salespeople do not fully understand their business needs. This is why effective sales training, such as those offered in sales courses, focuses on consultative selling rather than just pitching.
The mistake: leading with a pitch
When asked why a prospect should buy from them, many salespeople instinctively launch into an explanation of their offering. They highlight product features, service quality or perhaps a unique selling point. But both data and our sales courses suggest that this approach is ineffective. A report by Forrester Research found that 74% of B2B buyers select the salesperson who first adds value and insight into their business challenges – not the one who presents the best product rundown. If sales professionals focus solely on pitching, they miss the opportunity to differentiate themselves through understanding. The reality is that without knowing a prospect’s specific challenges, any response is just an assumption. This leads to a transactional discussion rather than a consultative one.
The power of discovery
A better response to the question, ‘Why should I buy from you?’ is not an immediate answer, but a redirection: ‘That depends – I don’t yet know enough about your business to be sure I’m the right fit. Let’s explore your needs first.’
Research supports this approach. According to HubSpot, salespeople who prioritise discovery – asking thoughtful questions and actively listening – are 60% more likely to close deals than those who rely on pre-scripted sales pitches. A successful sales process starts with uncovering a client’s pain points before offering a solution. A study by the Rain Group found that top-performing salespeople spend 53% more time asking questions and listening than lower-performing sales reps. This reinforces that great sales conversations are about understanding, not just responding.
Many sales courses now emphasise the importance of discovery, as it has been proven to increase close rates and customer satisfaction. Sales professionals who master this skill can build stronger relationships and differentiate themselves from the competition.
What effective discovery looks like
To shift the focus away from pitching and toward understanding, salespeople need to master the art of questioning. Research shows that high-performing salespeople ask 11 to 14 targeted questions per conversation, whereas average performers ask fewer than six. Here are some essential discovery questions from our sales courses to start with that can turn a generic sales conversation into a value-driven discussion:
- What challenges are you currently facing in this area of your business?
- What outcomes are you hoping to achieve with this investment?
- Have you explored solutions before and if so, what worked and what didn’t?
- What criteria will you use to decide on the best provider?
- How will success be measured for this project or solution?
By asking these types of questions, salespeople not only gather critical information but also position themselves as trusted advisors rather than just vendors.
The differentiation factor
In a world where competitors often offer similar products or services, differentiation comes not from what you sell, but how you sell. According to the Challenger Sale methodology, which is based on a study of over 6000 salespeople, the most successful sales professionals are those who challenge a buyer’s thinking, provide new insights and act as problem-solvers. Buyers are 53% more likely to make a purchase when a salesperson teaches them something new about their business. Our sales courses show us that instead of trying to prove superiority with features and pricing, sales professionals should focus on the one thing competitors can’t replicate: their unique understanding of the prospect’s needs and how they can deliver value tailored to those needs.
Closing the conversation effectively
Once a prospect feels heard and understood, transitioning to a potential solution becomes far easier. A good way to end a discovery discussion is with a response like: ‘Based on what we’ve discussed, I believe we could help you achieve [specific goal] by addressing [identified challenge]. If you’re open to it, I’d love to explore how we could work together. How does that sound?’ This approach keeps the conversation natural while positioning the next step as a mutual decision rather than a hard sell.
When faced with the question, ‘Why should I buy from you?’, the best response isn’t a well-rehearsed pitch – it’s a commitment to understanding the prospect’s needs first. By shifting the conversation from selling to consulting, sales professionals increase their chances of success significantly. Studies consistently show that buyers prefer working with salespeople who take the time to listen and offer insights over those who simply present product features.
Enrolling in sales courses that focus on consultative selling, questioning techniques and value-driven conversations can provide the skills needed to excel in these scenarios.
At SalesGuru, we specialise in helping sales professionals master these critical skills. Our sales courses are designed to improve questioning techniques, build confidence and enhance your ability to close more deals. Contact us to learn how we can help you take your sales performance to the next level.
