Why do some business owners struggle to close conversations even when they have a strong offer?
The problem often starts long before pricing, objections, or the actual pitch. Many business owners focus heavily on explaining what they do, but prospects often feel pitched before they feel understood. That creates resistance early in the conversation and makes it harder to build trust naturally.
Glenn Milliet is a communication and sales coach at Business Communication Expert who helps business owners improve how they connect during consultations, networking conversations, and client interactions. Instead of relying on aggressive sales tactics, Glenn uses communication psychology, emotional connection, and strategic questions to better understand what people actually want to change.
But before we proceed, don’t forget that this episode is brought to you by Video Case Story, collecting, crafting, and delivering customer stories.
The “What Would You Change?” Question
One of the biggest ideas Glenn discusses throughout the episode is how asking better questions completely changes the direction of conversations. Instead of immediately presenting solutions or explaining services, Glenn focuses first on understanding what frustrations, challenges, or goals the other person is experiencing. One of the main questions he asks is:
“What would you change?”
That question shifts the conversation away from pitching and toward understanding the emotional problem the prospect is actually trying to solve. Instead of leading with features or pricing. Glenn’s process starts by uncovering what is currently creating stress, frustration, or dissatisfaction for the other person.
Selling Is the Transfer of Emotion
According to Glenn, people spend money because they believe a purchase will replace frustration, stress, or dissatisfaction with a better emotional outcome. Someone replacing a broken car is not simply buying transportation. They are trying to remove stress and uncertainty. Someone investing in a service is not only purchasing expertise. They are purchasing confidence, clarity, or relief from a problem.
This changes how conversations should happen in business. Instead of immediately presenting solutions, Glenn focuses first on understanding what emotion the prospect is trying to move away from and what result they are hoping to achieve. According to Glenn, many objections that sound like pricing concerns are actually situations where the emotional value has not been fully established yet.
Why Most Sales Conversations Feel Pushy
Many sales conversations become uncomfortable because business owners move too quickly into presentation mode. Instead of asking questions, they begin explaining services, pricing, and features before understanding the actual problem. Glenn compares this approach to dumping a briefcase full of information onto the table and hoping something connects. His process works differently because the focus is on creating a connection before consultation.
Glenn focuses on:
- Creating a connection before consultation
- Asking questions before presenting solutions
- Finding common ground naturally
- Understanding emotional frustrations first
- Listening before recommending
That early connection changes the tone of the conversation and lowers resistance. Glenn explains that simple conversations about background, family, experiences, or shared interests often create more trust than immediately trying to move into sales mode.
Why Writing Things Down Builds Trust
Another communication technique Glenn discusses is physically writing down what the prospect says during the conversation. As people explain what they are struggling with, Glenn writes their responses down in front of them instead of immediately responding with a solution. That simple action changes the interaction because the prospect sees that someone is paying attention instead of preparing the next sales pitch.
This helps create trust and emotional connection before recommendations are even discussed. It also helps uncover the real frustrations underneath the surface. In many situations, objections are not actually about price. The prospect simply does not yet see enough value connected to the result they are trying to achieve.
The 3 Communication Improvements to Focus On
Glenn explains three areas that strongly influence communication effectiveness. Every word creates an image in the listener’s mind, which is why unclear or uncertain language weakens communication. Tone of voice also affects authority and trust. The goal is not to sound aggressive but to sound calm, grounded, and confident during conversations.
Visual messaging also plays a major role in how people respond during conversations. Glenn discusses how posture, gestures, and eye contact affect engagement and attention. He also shares subtle techniques he teaches clients, including positioning “right shoulder to right shoulder” and focusing on the listener’s left eye during conversations to improve emotional connection and attention.
Better Communication Creates Better Business Relationships
Effective communication is not about manipulation. It is about understanding people first and creating conversations where people feel heard before solutions are presented.
Better communication improves:
- Sales conversations
- Client trust
- Networking
- Leadership communication
- Team relationships
- Personal relationships
Instead of forcing conversations toward a sale, Glenn’s approach focuses on uncovering what people truly want, what frustrations they are trying to solve, and how trust is built before solutions are discussed. That shift changes how conversations unfold in both business and personal relationships.
Watch the full episode now and make sure to leave any questions or comments you have about the episode.