One of the biggest mistakes sellers make is focusing too quickly on their product instead of understanding the deeper problem their customer is trying to solve.

That’s why I wanted to bring back this conversation with Jeff Koser, founder and CEO of Zebrafy. Even though this episode originally aired during the pandemic, the principles still apply today, especially when it comes to standing out in crowded markets and building trust with buyers.

Why Surface-Level Selling Doesn’t Work

Jeff explained that too many sales reps stop at surface-level conversations.
Customers do not buy because your product has more features. They buy because they believe you understand the real business problem they are facing and can help them solve it.
That requires deeper research, better questions, and understanding the customer’s world before pitching a solution.

The Importance of “Voice of the Customer”

One idea that really stood out to me was Jeff’s concept of “voice of the customer.”
Instead of only relying on your company messaging, Jeff encourages sellers to learn directly from customers by understanding:
the problems customers believe were solved
the value created after solving those problems
and the measurable business impact the solution delivered
That insight helps sellers communicate in a way that feels more relevant and customer-focused.

Why Respectful Outreach Matters

Jeff also shared why thoughtful outreach matters more than ever.
Buyers are overwhelmed with emails, automated messaging, and generic pitches. Sellers who take the time to personalize their communication and genuinely understand customer priorities immediately separate themselves from the competition.
At the end of the day, the best sales conversations happen when customers feel understood, not sold to.

“We have to recognize that what we’re selling may not be everyone’s priority right now, which is why every sales conversation should give people a respectful and simple out.” - Jeff Koser

Resources

Connect with Jeff Koser’s website to learn more about customer-focused selling strategies, and grab a copy of Voice of the Zebra by Jeff and Chad Koser for additional insights on identifying and reaching your ideal prospects.
Keep track of your sales activity and boost your results with the Prospect Pro sales tool.
Step up your sales game with Sales Mastermind. Get accountability, stay motivated, and tackle the blockers keeping you from hitting your goals.
Visit Blue Mango Studios for help in creating podcast production content.

Sponsorship Offers

This episode is brought to you in part by Hubspot.

With HubSpot sales hubs, your data tools and teams join a single platform to close deals and turn prospects into pipelines. Try it for yourself at hubspot.com/sales.

This episode is brought to you in part by LinkedIn.

Are you tired of prospective clients not responding to your emails? Sign up for a free 60-day trial of LinkedIn Sales Navigator at linkedin.com/tse.

This episode is brought to you in part by the TSE Sales Foundation.

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Credits

As one of our podcast listeners, we value your opinion and always want to improve the quality of our show. Complete our two-minute survey here: thesalesevangelist.com/survey . We’d love for you to join us for our next episodes by tuning in on Apple Podcast, Google Podcast, Stitcher, or Spotify. Audio provided by Free SFX, Soundstripe, and Bensound. Other songs used in the episodes are as follows: The Organ Grinder written by Bradley Jay Hill, performed by Bright Seed, and produced by Brightseed and Hill.