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You’ve been selling for years. You know your stuff. You’ve solved the same problems a thousand times before.
So when a prospect starts explaining their situation, your brain kicks into overdrive.
You’re already mapping out the solution. You’re ready to impress them with your expertise.
But then something strange happens. They hesitate. They say, “I need to think about it.” Or worse, they ghost you entirely.
What went wrong?
This is what I call the “Expert Syndrome.” It’s when your instinct to solve problems gets in the way of building trust.
Here’s the truth. Your prospects don’t care how smart you are. They don’t care how many times you’ve solved this problem before.
What they care about is whether you truly understand them.
Think about it like this. When you go to a doctor, you expect them to ask questions. To dig deep. To explore every angle of your symptoms before offering a diagnosis.
If they skipped that step and jumped straight to a prescription, you’d feel uneasy. You’d question their judgment.
The same principle applies in trust-based selling.
Your job isn’t to impress your prospects with solutions. It’s to make them feel understood. To help them see the depth of their problem.
To guide them to the realization that they need help.
When you do that, you’re no longer just an expert. You’re a trusted authority.
And trusted authorities don’t chase. They attract.
Here’s how to avoid the Expert Syndrome.
First, slow down. Resist the urge to jump to solutions. Instead, focus on understanding your prospect’s world.
Second, ask better questions. Go beyond surface-level issues. Dig deep to uncover the root cause of their challenges.
Third, be present. Don’t let your mind race ahead to the solution. Stay fully engaged in the conversation.
When you approach selling this way, something amazing happens. Your prospects start to open up. They start to trust you. And they start to see you as someone who can truly help them.
This is the power of trust-based selling.
The next time you’re in a sales conversation, remember, it’s not about how much you know, it’s about how much you care.
Related: Diagnose and Prosper: How the 'Doctor Approach' Can Revolutionize Your Advisory Practice
Ari Galper is the world’s number one authority on trust-based selling and is the most sought-after high-net worth/lead generation expert for financial advisors. His newest book, “Trust In A Split Second” has become an instant best-seller among financial advisors worldwide – you can get a Free copy of Ari’s book here and, when you click the “YES” button in the order form, you’ll also receive a complimentary “plug up the holes” lead generation consultation. Ari has been featured in CEO Magazine, Forbes, INC Magazine and the Financial Review. He is considered a contrarian in the financial services industry and in his book, everything you learned about selling will be turned upside down. No more chasing, no pressure, no closing.