Podcast Summary: The Art of Sales with Art Sobczak

Episode 321: The Psychology Behind “We Don’t Need It” (And How to Flip It Instantly)
Host: Art Sobczak
Date: October 21, 2025

Episode Overview

In this episode, Art Sobczak dives deep into one of the most dreaded sales objections: “We don’t need it.” He unpacks the psychology behind why prospects say this, how salespeople unintentionally create this objection, and—most importantly—how to prevent and flip it instantly. Art delivers his signature blend of conversational, real-world sales wisdom designed to help listeners sell in a way that's both authentic and effective, turning resistance into interest.

Key Discussion Points & Insights

1. The Power of Only Selling What Prospects Actually Want

[00:24 - 01:53]

• Art shares a Century 21 TV ad as a humorous lesson: agents keep showing clients “ranches” after they’ve said they don’t want any.
• Core lesson: “Show people what they actually want.”
• The mistake many salespeople make: starting from a product perspective, rather than a needs perspective.
  • “If you don’t, you create the objection we all hate. We don’t need that.” (00:52)

2. Customer Needs vs. Product Pitches

[01:53 - 03:00]

• Art discusses the difference between talking about product features versus the prospect’s problems or desires.
  • Example: Don’t announce “I’m going to tell you about our new coffee service.” Instead, determine what needs would make a coffee service valuable (e.g., employees drink coffee, lost work time, management cares about productivity).
  • “If none of those things are true, there’s no need. There should be no pitching.” (02:40)

3. Psychology: People Act on Felt Need, Not Just Need

[03:00 - 04:07]

• “People don’t act on needs, they act on felt needs. The hungrier someone is, the better that meal looks. So your job is to heighten that hunger.” (03:12)
• Use questions to reveal and amplify that need.
  • Sample questions for selling office coffee:
    • “How many employees grab coffee outside the office every day?”
    • “How long are they gone?”
    • “What does that cost in productivity over a month?”
    • “What would it mean to have everyone energized and in the office all the time?”
  • “Now you’re not selling coffee, you’re selling productivity. You’re selling culture and convenience.” (03:50)

4. Triggering Loss Aversion: Motivating with What’s at Stake

[04:07 - 05:00]

• “People are twice as motivated to avoid losing something… than to gain something new.” (04:10)
• Focus on highlighting what they are currently losing—time, productivity, morale—not just possible benefits.

5. Foundational Rule: Get Information Before You Give It

[05:00 - 06:20]

• Notable Quote:
  • “Get information before you give it. Period. Only present after you’ve identified needs, problems, and desired outcomes. This is an ironclad rule.” (05:27)
• Professionals preempt objections by asking first and only recommending what’s relevant.
• Even if there’s no current need, leave the door open:
  • “So, Mike, I’m not sure that this fits right now, but could you see any circumstances where in-house coffee might help, like if your team grows or maybe if you expand offices?” (06:05)

6. Pitching vs. Helping Them Buy

[06:20 - 07:03]

• “Talk only about what your prospects want and need. It’s the difference between pitching and helping someone buy. One creates resistance. The other creates buyers who are leaning in, who are interested, who are ready.” (06:26)

7. Self-Reflection for Salespeople

[07:03 - 07:22]

• “Next time you hear we don’t need it, ask yourself, did I talk about what they want, or was I pitching something that I just wanted to sell?” (07:10)

Notable Quotes & Memorable Moments

• “Show people what they actually want… Talk only about what prospects are interested in. Period. Now go get them.” — Art Sobczak [00:40]
• “People don’t act on needs, they act on felt needs. The hungrier someone is, the better that meal looks.” — Art [03:12]
• “People are twice as motivated to avoid losing something that they have than to gain something new.” — Art [04:10]
• Mantra: “Get information before you give it. Period.” — Art [05:27]
• “Professionals eliminate objections—or actually, they preempt them—by asking first and presenting only what matters.” — Art [05:41]

Timestamps to Key Segments

• 00:24: Century 21 Ad Story and the “Show people what they want” lesson
• 01:53: Product vs. Needs-First Approach
• 03:12: Psychology of Felt Need and Heightening Motivation
• 04:10: Using Loss Aversion in Sales
• 05:27: Mantra: Get Information Before You Give It
• 06:26: Difference Between Pitching and Helping Buy
• 07:10: Self-Check: Did You Pitch or Discover Need?

Practical Takeaways

• Shift every sales conversation from “what I want to sell” to “what they actually need and care about.”
• Use real, curious questions to uncover and heighten prospects’ felt needs.
• Don’t start pitching unless concrete needs, problems, or desires have been identified.
• When a true need isn’t found, gracefully exit but keep the relationship open for future opportunities.

Sales Wisdom Quote of the Day

[08:05]

“The key to handling objections is to prevent them from arising in the first place.”
— Brian Tracy (as shared by Art Sobczak)

Final Thoughts

Art reinforces that by focusing on real customer needs, not only do you sidestep “we don’t need it,” but you also equip yourself to handle virtually every objection sales can throw your way. This episode is a tactical, psychology-driven road map for making resistance disappear—one genuine conversation at a time.