And the decisions aren’t yours to make as the salesperson. They are the customer’s decisions.
1. The decision that a meeting with you is necessary.
2. The decision that they have a problem/opportunity that needs to be addressed
3. The decision about how to address the problem/opportunity.
4. The decision that your way of addressing the problem/opportunity brings the most value to them.
These are all the customer’s decisions, not yours. Your only decisions are to decide if you have a valuable way to address the problem/opportunity and how best to communicate it to them.
Sales is about moving customers through these decisions.
Not telling them their problems or solving their problems, but helping them decide they have one worth doing something about and how to go about addressing it.