Nicolas ColeCo-Founder Ship 30 for 30, Premium Ghostwriting Academy

99% Of The Time Clients Don't Actually Know What They Want

20 Apr 2026 · 1 min

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In this monologue, Nicolas Cole argues that most clients are unaware of their true needs, often stating a desire that doesn’t reflect the underlying problem they’re trying to solve. He emphasizes that a salesperson’s role is not merely to push a product but to act as an educator and life‑coach: ask clarifying questions, uncover the client’s real goals, and then guide them toward the solution that truly serves those goals. By genuinely helping clients think through issues they haven’t considered, salespeople can build lasting relationships and earn repeat business.

Chapters

Everybody forgets that just because someone says they want one thing doesn't mean that that's actually the thing they want or need. They don't know what they need. They don't know what they need. And so it's your job to hear them say, this is what I want, ask some clarifying questions, and then actually get to the heart of what are you actually trying to achieve here, and then educating them on the thing that you think is going to get you there isn't actually the best thing to get you there. That's why fundamentally I don't believe sales is I think sales is education and really great sales is like life coaching. It's like, let me help you figure out what you want out of life. And if you can do that, people will buy from you forever. But it's because you are genuinely helping them think through something that they haven't even thought through themselves.