6 In Customer Discovery Convos, Avoid Solving and Selling

in these pure discovery conversations don't solve or sell, which sounds blasphemous to some people whose job it is to solve problems or sell products and services. And I think my point is, let's carve out time that's not about solving and selling. Of course, if there's a burning issue on the table, a problem that they can't get past, sure, we have to jump in and solve it. Let's use our judgment for that. But more likely than not, we can wait till the end of the conversation and come back and say, look, I noticed this was a challenge. I want to spend another couple of minutes talking about it. I want to make sure I understand your definition of the challenge, why it's so impactful on your end. And then I want to bring someone else in who's an expert on it. But by solving or selling during the discovery part of the conversation, you risk interrupting the customer's flow and shutting them down too soon before they've had their say.