Buyers today come in with shields raised. They’re stretched thin, overwhelmed by vendor noise, and constantly measuring whether a conversation will be worth their time. That’s fertile ground for Seller Deficit Disorder and a tough setting for a seller who isn’t prepared.
In this environment, the path forward is simple: prove quickly that you’ve done the work. Show you understand their current pressures. Bring relevant insights, not stock questions. Make the conversation lighter by being sharper. When you do, you separate yourself from every seller who’s burned them before.
Three specific actions you can take now:
- Audit your next discovery agenda and remove any question you could answer with research. Replace them with insight-led questions.
- Map your prospect’s top three priorities for Q4 or the coming year using public data, then validate them early in the call.
- Start every meeting with one sentence summarizing what you believe they’re trying to achieve. Let them correct or confirm it.
In today’s climate, the sellers who come in prepared earn access. The ones who wing it reinforce Seller Deficit Disorder. Make your preparation your competitive differentiator.
