Teach with Insight

Change how the customer sees the problem

You explain features. The doctor nods. Nothing changes. Insight-based selling shifts the conversation from products to problems.

Customers don’t buy because they understand your product. They buy when they understand their problem differently.
Teach with Insight

A new lens reveals a problem the customer didn’t know they had.

Teaching with insight means showing the customer a hidden risk, gap, or missed opportunity in their current approach. Instead of responding to expressed needs, you reframe the situation so the customer sees a bigger issue. Once the problem is redefined, the solution becomes obvious.

The Mental Model

  1. Start with a Familiar Truth
    Begin with something the customer already agrees with.
  2. Reveal a Hidden Gap
    Introduce a risk or issue they may be underestimating.
  3. Reframe the Core Problem
    Shift focus from surface symptoms to root causes.
  4. Anchor to Impact
    Explain why this gap matters to outcomes or results.

A Worked Example

Dr. Mehta says prescriptions are stable. Ajay agrees, then shares data showing most patients discontinue therapy after 30 days due to side effects. The conversation shifts from prescription numbers to long-term adherence.

When to Apply

  • Customers say everything is fine
  • Sales conversations feel repetitive
  • Price becomes the main objection

When Not to Apply

  • The customer is already overwhelmed
  • You lack credible data or insight
  • Early rapport is not yet built

Try This Once

In your next call, open with one insight about the customer’s practice instead of your brand.

Watch: Teach with Insight

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