There is a moment in every sales conversation where the balance quietly shifts.
It is not when you show the demo.
It is not when you list the features.
It is when the buyer realises you understand their problem with more clarity than they do.
If you can articulate their pain in a way that makes them say “Yes. That. Exactly that”, the sale almost sells itself. Because in that moment, they assume you must also understand the solution.
People trust those who map their reality better than they can.
They lean toward the voice that gives shape to the frustration they have been trying to explain to their boss for months.
They follow the vendor who captures the messy truth of their day to day with precision and without theatrics.
In cybersecurity this is especially true.
CISOs hear technical pitches all day. They hear vendors talking about detections, anomalies, packets, dashboards. What they rarely hear is someone who can describe the political, operational, and time pressure that sits behind the technical problem.
Explain the bottleneck.
Explain the gap in the workflow.
Explain the real cost of doing nothing.
Do it in their language, not yours.
When you describe the problem better than the client, three things happen instantly
Their cognitive load drops. They no longer need to translate your message.
Your credibility rises. You sound like someone who has been in their world, not outside it.
Your product becomes the natural next step, not the thing you are trying to force into the conversation.
You do not earn trust by showing how clever your solution is.
You earn it by showing how clearly you see the problem.
Describe the problem better than the client.
They will trust the solution that follows.