Why Expertise Alone Isn't Enough to Grow Your Business

"But mastering your craft doesn't automatically make you a seller, and in today's competitive market, selling is the skill that determines whether your business thrives or just survives. Most new entrepreneurs want to talk about their solution. They are experts on their product, their services and their vision. But success depends less on talking and more on asking, listening, understanding and connecting to the buyer's reality."

"Your business idea may be brilliant - but customers don't buy brilliant ideas. They buy solutions to their problems. Too many founders fall into what I call the "solution trap." They start the conversation with what they do instead of what the customer needs. They lead with features, functions and how wonderful their solution is. However, customers are thinking about their pain, their challenges and their risk."

Selling capability determines whether a new business thrives; mastery of a craft alone is insufficient. Founders often fall into the "solution trap" by leading with features instead of uncovering customer pain, risks and desired outcomes. Effective selling requires shifting mindset away from self-focused pitches toward asking questions, listening deeply and understanding customer context. Value is defined by the customer, so alignment with their priorities is essential. Founders should develop questioning and listening skills, and learn to qualify conversations early to pursue only the opportunities that match customer needs and desired outcomes.

Read at Entrepreneur