Sales reps have a bad reputation for being overly persistent. In fact, 50% of prospects think salespeople are pushy. But the best reps don’t rely on persistence to win sales. Instead, they focus on solving the customer’s problems. Here are some actionable ways to prioritize problem-solving while selling to earn your customers’ trust and grow your business long-term.

Prioritize Conversations over Canned Pitches

Think of every sales call as an opportunity to learn more about your prospect. It should be a flexible conversation, not one that you’re driving with a strict script. If you’re talking more than they are, there’s a good chance you aren’t hearing their needs and won’t be able to find the right solution to their problems. While it doesn’t hurt to have a presentation prepared, be prepared to deviate and keep a wealth of materials at the ready to pull up as you discover your prospect’s true problems.

Find the Right Problems to Solve

Avoid going into the conversation with preconceived notions about what your customer’s problem is. If you think you know the answer going in, you’ll either be right or wrong. Instead, ask questions like “Where do you feel you’re falling behind?” or “What are your priorities over the next 3-6 months?” This will help you find the right solution rather than trying to force a fit. Keep in mind that problems are often a symptom of something else. The customer may be too close to the problem to notice what’s causing it, so your conversation could uncover the right solution and move toward a sale.

Understand the Prospect’s Industry

The more you know about the customer’s industry, the more you can tease out potential problems, such as new regulations on the horizon and what their competition is up to. If you’re well-trained and knowledgeable, it’s more likely that you’ll understand the causes of the problems that a customer brings up and figure out the best way to solve them with your products or services. Providing valuable insights will also give you a reputation as a consultative resource and go-to partner.

Don’t Be Afraid to Walk Away

If you determine the customer isn’t a fit, you’re not helping anyone by pushing through to an ill-advised sale. You run the risk of destroying your credibility (both personally and that of your company). Instead, be honest that you can’t solve their particular problem and perhaps make a referral to someone who can. This will open up the opportunity to re-engage should their needs or your offerings change. And the median length of time people stay at a company is 4.1 years so even if their company isn’t a fit, there’s a good chance they’ll need your help at a completely different company in the future. Or, now that they understand what you can help with, ask for a referral.

Leading with a customer’s problems instead of what you’re selling will help you build trust and ultimately increase your sales. The buyer isn’t there to be sold. They’re there for the remedy. Ironically, the more you focus on solving the problem instead of making the sale itself, the more deals you’ll close.

Hans Fuller is the Founder and CEO of StorySlab. With over 25 years of experience in marketing and sales, he equips companies to have better sales conversations from anywhere.