Why Most Sales Training Has It Completely Wrong (And What to Do Instead)

After 50+ years in business, I've discovered something most sales training gets completely wrong.

They teach you to navigate a maze.

When you should be creating a labyrinth.

Now, before you roll your eyes and think "Here we go, another sales guru with a metaphor," hear me out. Because this one distinction has transformed how thousands of consultants, coaches, and professional service providers approach client conversations.

And once you see it, you can't unsee it.

The Problem with Traditional Sales Training {#the-problem}

Most sales training teaches you to be reactive.

Handle objections. Overcome resistance. Navigate around roadblocks. Pivot when the conversation goes sideways.

It's exhausting. And it positions you as if you're trying to solve a puzzle the client is deliberately making difficult.

But here's what I've learned after five decades of selling, consulting, and building businesses:

The problem isn't the client. It's your approach.

When you approach a sales conversation like a maze—with multiple paths, dead ends, and confusion—your client gets lost. You get frustrated. The sale falls apart.

Not because the client wasn't interested.

Not because your service wasn't valuable.

But because the conversation had no clear structure. No natural progression. No obvious next step.

Maze vs Labyrinth: Understanding the Difference {#the-difference}

Let me explain the difference between a maze and a labyrinth—because this matters more than you might think.

A maze:

• Multiple paths
• Dead ends
• Designed to confuse
• Requires trial and error
• You can get lost
• The goal is to "solve" it

A labyrinth:

• ONE path from start to finish
• No dead ends
• Designed to guide
• Clear journey with twists and turns
• You can't get lost
• The goal is to walk it

See the difference?

In a maze, you're constantly second-guessing. "Did I take the wrong turn? Should I backtrack? Where am I even going?"

In a labyrinth, you're moving forward with confidence. The path might wind and turn, but you know you're heading in the right direction.

Now apply this to your sales conversations.

The Maze Approach (What Most People Do):

Most consultants and coaches approach client conversations like a maze:

• They jump around based on client objections
• They get sidetracked by tangential questions
• They lose the thread of the conversation
• The client leaves confused about next steps
• They end the call with "I'll think about it" (which really means "no")

You've been there, haven't you?

The conversation starts well. You build rapport. You're feeling good.

Then the client asks about pricing. Or mentions a competitor. Or brings up something completely unrelated.

And suddenly, you're scrambling. You're defending. You're trying to steer the conversation back on track.

But the truth is, once you've lost control of the conversation structure, it's nearly impossible to regain it.

The Labyrinth Approach (What Actually Works):

The labyrinth approach is different.

You have a clear process. A path. A journey that guides the conversation from where your client is now to where they want to be—with your help.

Here's how it works.

The 6-Stage Labyrinth Process {#the-process}

This is the framework I've used for decades. It's simple. It's tested. And it works.

Stage 1: Open

Set the stage for the conversation.

This is where most people make their first mistake. They either:

1. Start talking about themselves ("Let me tell you about our company...")
2. Ask superficial questions ("So, how did you get into this business?")

Both wrong.

Instead, use what I call the "Purpose Statement":

"As I understand it, the purpose of our meeting is to understand where you are now, understand where you want to get to, and see how we can get there faster together. Have I got that about right?"

Why this works:

• Humble ("As I understand it" – not too certain too soon)
• Professional (positions you as someone with a process)
• Listening-focused (shows you're here to understand, not pitch)
• Disarming (ends with a question, inviting their agreement)

Ted Nicholas once told me: "The headline is 75% of the buying decision."

Your opening statement is your headline. Get it right, and everything else becomes easier.

Stage 2: Gather

Ask well-crafted questions to understand what they want.

Notice I didn't say "ask questions to qualify them" or "ask questions to pitch your solution."

This stage is about genuine curiosity. Understanding. Discovery.

Your job here is to ask questions that help your client articulate:

• Where they are now
• Where they want to be
• What's stopping them
• What it would mean to solve this problem
• What success looks like

And here's the critical part: people sell themselves in their answers to your questions.

When YOU tell them a benefit, they might believe it.

When THEY discover it through your questions? They own it. They feel it. They buy.

Stage 3: Present

Show how you match their needs.

This is NOT a generic pitch about your services.

This is a tailored response that directly connects what you do to what they just told you they need.

"Based on what you've shared—specifically [repeat their words back], here's how I can help..."

You're not presenting your standard offering. You're presenting the solution to the problem they just described—in their language.

Stage 4: Adjust

Address any discrepancies.

This is where you handle objections—but not in the traditional "overcome resistance" way.

Instead, you're clarifying misunderstandings. Adjusting expectations. Making sure you're both aligned.

"It sounds like there might be a gap between what you're expecting and what I've described. Let's talk through that."

No defensiveness. No convincing. Just calibration.

Stage 5: Conclude

Bring the conversation to a smooth agreement.

Notice I didn't say "close the sale."

Because if you've done stages 1–4 well, there's nothing to "close." The next step is obvious.

"So, based on everything we've discussed, it sounds like the next step is [specific action]. Does that feel right to you?"

Stage 6: Follow

Deliver on the promises made.

This is where most people drop the ball.

They win the client. Then they forget all the details from the conversation.

Your follow-up should reference specific things the client said. Specific outcomes they want. Specific concerns they raised.

Because when you show up with that level of attention? You're not just a service provider anymore.

You're a trusted partner.

The Three Secrets of Ethical Persuasion {#three-secrets}

Now, the labyrinth framework is powerful on its own. But it becomes transformational when you combine it with these three principles.

Secret #1: Learn to Sell, Then Stop Selling

Yes, you need to understand the sales process.

The stages. The psychology. How people buy.

But once you understand it?

Stop selling. Allow people to buy.

When you're "selling," you come across as needy. Pushy. Desperate.

But you're NOT needy.

You're unique. There's only one of you. What you offer is unique. There are plenty of clients who want what you have.

You just need to let them discover it.

The moment you shift from "I need to close this sale" to "I'm here to help this person decide if we're a good fit," everything changes.

Your energy shifts. Your language shifts. Your confidence shifts.

And prospects feel it.

Secret #2: Don't Convince. Be Convincing.

Massive difference.

Don't TRY to convince people your service is great.

BE convincing by:

• Believing totally in what you deliver
• Having confidence in your ability
• Being aligned with who you are

People feel authenticity.

And they buy from people they trust.

When you're trying to convince someone, you're pushing. You're forcing. You're working too hard.

When you're being convincing, you're simply showing up as the version of yourself that knows—without question—that what you do works.

Secret #3: Let Them Sell Themselves

This is the real secret.

People sell themselves in their answers to your well-crafted questions.

Not statements. Questions.

When YOU tell them a benefit? They might believe it.

When THEY say it themselves (because you asked the right question)? They own it. They feel it. They want it.

Example:

Instead of: "This will save you 10 hours a week."

Ask: "If you could reclaim 10 hours a week, what would that mean for you?"

Now they're painting the picture. They're imagining the outcome. They're selling themselves on the transformation.

Your job isn't to convince them it's valuable.

Your job is to ask questions that help them see the value for themselves.

Why Well-Crafted Questions Change Everything {#questions-matter}

Let me be clear about something:

Not all questions are created equal.

A bad question at the wrong time can derail the entire conversation.

A great question at the right time can close the sale without you ever "selling."

The key is understanding this principle:

The right question at the wrong time is the wrong question.

Timing matters.

If you ask "What's your budget?" too early, you sound transactional.

If you ask "What does success look like?" before understanding their current situation, you're skipping steps.

The labyrinth process ensures your questions flow naturally—because each stage builds on the previous one.

The Mindset Shift That Changes Your Business {#the-shift}

Here's what most people don't get until they sit down and really think about it:

This isn't about tactics. It's about mindset.

After decades of teaching this, I've found most people nod along and say "Great idea, Peter!"

But few actually get it until something clicks.

That moment when they realize:

• I don't need to convince anyone
• I don't need to chase people
• I don't need to be pushy or performative

I just need to create a clear path. Ask good questions. And let people buy.

Once you get this mindset, business becomes easier. Life becomes easier.

There's this deep sigh of relief.

"I get it."

And when that day comes? Everything changes.

You stop dreading sales calls.

You stop feeling like an imposter.

You stop working so damn hard to close deals that should be natural, easy, obvious.

How to Apply This in Your Next Conversation {#apply-it}

So here's my challenge to you:

Think about your next client conversation.

Ask yourself:

1. Am I trying to convince them? Or am I being convincing?
2. Am I selling? Or am I allowing them to buy?
3. Am I making statements? Or am I asking questions that let them sell themselves?
4. Do I have a clear process (labyrinth)? Or am I winging it (maze)?

If you can honestly answer those questions, you're already ahead of 90% of consultants and coaches out there.

Because most people are still operating from the old model:

• Pitch hard
• Overcome objections
• Close aggressively
• Hope for the best

That approach is exhausting. And it doesn't work—not long-term, and certainly not with high-value clients who have options.

The labyrinth approach is different.

It's ethical. It's elegant. It's effective.

And once you master it, you'll never go back to the maze.

Your Next Steps

If this resonates with you and you want to go deeper on ethical persuasion, I've created The Persuasion Formula — a comprehensive guide to the psychology of influence in any conversation, whether in writing, in person, or online.

Inside, you'll discover:

• Why people really say "yes"—and how to shape your message for impact
• A proven structure for influencing without pressure
• The neuroscience behind trust, credibility, and decision-making
• Real-world scripts, templates, and examples you can use immediately

Learn more about The Persuasion Formula here →

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About Peter Thomson:

Peter Thomson is regarded as The UK's Most Prolific Business Development Author. After building and selling three successful companies (the last for £4.2M, enabling him to retire at age 42), Peter has spent 30+ years helping consultants, coaches, and professional service providers build premium-fee businesses through proven methodologies. With over 100 audio and 100 video programmes, he is Nightingale Conant's leading UK author and holds an Honorary Doctorate for his work in communication skills.