---
title: Make It Easy For Your Customers To Buy, Tom Williams
description: Your goal is to not just sell things. Your goal is to solve the problems of your customers says Tom Williams on The Sales Podcast. Hear how to do that.
image: https://thesaleswhisperer.com/hubfs/_Podcast_Images/Sean_Casey_Williams_on_The_Sales_Podcast_202.jpg
---
[Skip to content](https://thesaleswhisperer.com/blog/tom-williams#main-content)
[](https://www.thesaleswhisperer.com/)
- Work With Me
Show submenu for Work With Me
- [Fix Your Follow-Up](https://thesaleswhisperer.com/follow-up)
- [Best Day Ever](https://thesaleswhisperer.com/best-day-ever)
- [HANK The AI](https://thesaleswhisperer.com/hank)
- [12 Weeks To Peak™](https://thesaleswhisperer.com/12-weeks-to-peak)
- [48-Hour Fix](https://thesaleswhisperer.com/48-hour-fix)
- [Start](https://thesaleswhisperer.com/start)
- [Blog](https://thesaleswhisperer.com/blog)
- [The Daily](https://thesaleswhisperer.com/daily)
- [Speaking](https://thesaleswhisperer.com/sales-keynote-speaker)
- [Podcast](https://thesaleswhisperer.com/podcast)
Show submenu for Podcast
- [Podcast Guests](https://thesaleswhisperer.com/podcast-guests)
- [About](https://thesaleswhisperer.com/about)
Open main navigation
Close main navigation
- Work With Me
Show submenu for Work With Me
- [Fix Your Follow-Up](https://thesaleswhisperer.com/follow-up)
- [Best Day Ever](https://thesaleswhisperer.com/best-day-ever)
- [HANK The AI](https://thesaleswhisperer.com/hank)
- [12 Weeks To Peak™](https://thesaleswhisperer.com/12-weeks-to-peak)
- [48-Hour Fix](https://thesaleswhisperer.com/48-hour-fix)
- [Start](https://thesaleswhisperer.com/start)
- [Blog](https://thesaleswhisperer.com/blog)
- [The Daily](https://thesaleswhisperer.com/daily)
- [Speaking](https://thesaleswhisperer.com/sales-keynote-speaker)
- [Podcast](https://thesaleswhisperer.com/podcast)
Show submenu for Podcast
- [Podcast Guests](https://thesaleswhisperer.com/podcast-guests)
- [About](https://thesaleswhisperer.com/about)
- [Get The Daily](https://thesaleswhisperer.com/daily)
[Get The Daily](https://thesaleswhisperer.com/daily)
Sep 10, 2020
# Make It Easy For Your Customers To Buy, Tom Williams
 [Wes Schaeffer](https://thesaleswhisperer.com/blog/author/wes-schaeffer)
Share: [facebook-f icon](http://www.facebook.com/share.php?u=https://thesaleswhisperer.com/blog/tom-williams) [linkedin-in icon](http://www.linkedin.com/shareArticle?mini=true&url=https://thesaleswhisperer.com/blog/tom-williams) [Twitter icon](https://twitter.com/intent/tweet?url=https://thesaleswhisperer.com/blog/tom-williams) [pinterest-p icon](http://pinterest.com/pin/create/link/?url=https://thesaleswhisperer.com/blog/tom-williams) [envelope icon](mailto:?body=https://thesaleswhisperer.com/blog/tom-williams)
## Don't just sell stuff. Solve problems for your customers.
**.**
---
---
***[\[ LISTEN ON APPLE PODCASTS OR SPOTIFY \]](https://thesaleswhisperer.com/podcast-guests)***
## [Sales Tips](https://thesaleswhisperer.com/daily) you'll learn today on [The Sales Podcast](https://www.thesaleswhisperer.com/podcast)...
- Make it easy for your buyers to buy
- "Don't start a CRM company. The ocean always needs boiling."
- What feature do you not need?
- Salesforce won't let you delete more than one opportunity at a time
- Most customers don't know what their own problems are
- Salespeople can't follow a process
- Salesforce is the safe decision but the worst, usually
[](https://thesaleswhisperer.com/hs/cta/wi/redirect?encryptedPayload=AVxigLJC9d6LGYzVJ7XV02JyALIh2fBjYtOfDBHxRJiyGK%2Bl4lPMzgpo0GqaZ%2BGqot6LISmsPM%2FAh10BQJyH0oWN%2FOJEMGjAFwD2WwHttjSkOa%2BQMm8mto9Kx2CzzMMj96rGGuggj0blVjhhIC%2BeacMgNSDAP2j2Jby%2BFwlxdsgWkkmU6RRl9mGRb8iyk%2B%2BXCtujoy0pGU6PnlLpJiLsUSLAEEdw&webInteractiveContentId=184500196010&portalId=443614)
- "Let me guess. Is this one of your problems?
> Find the root cause of the customer's problem."
- If they say what they want, they don't want to listen.
- Prospects who don't listen just want a quote.
- Acknowledge they are experts in their own businesses.
- "What risks are you worried about?"
- Lead with examples. Show them you have experience and expertise in their space.
- "I've read a lot about your company and your situation, is this your problem?"
- A well-educated guess will get you a long way down the sales process
- Personal rapport goes a long way...but it only goes so far
- Check-in with the customer and ask them what they need to buy.
- Stop focusing 100% on your sales process and checkboxes
- Make it easy for them to look good in their own organization
- Your internal champion is putting their neck on the line
- Provide them cover
- Ask them...
> When was the last time you signed a PO of this size?"
- Real decision-makers say, "I bring in my team and bounce ideas off them."
- Share your plan with your prospect once you know what's going on, and they are qualified
- Reduce their risk.
- Have a good sales cadence merged with your sales engagement and CRM and challenge them on their current mode of business.
- Show them they are horribly wrong
- "When was the last time your sales rep said 'Guaranteed closed by the end of the month.'?"
- "I bet you're missing your forecasts...and I know why."
- You know the underlying of their pain
- Use a multi-media, multi-step engagement plan to touch on multiple points over time until you find the hot button
- Focus on the [process before login](https://thesaleswhisperer.com/process-before-login)
- Have dates on milestones
- AEs vs. SDR quota
- "No buyer ever argued with clear expectations."
## Links Mentioned In [The Sales Podcast](https://www.thesaleswhisperer.com/podcast)
- Get his sales action plan
[The Sales Podcast](https://thesaleswhisperer.com/blog/topic/the-sales-podcast)
## Related posts
[](https://thesaleswhisperer.com/blog/the-best-advice-on-how-to-focus-hit-your-goals)
[Sales Training](https://thesaleswhisperer.com/blog/topic/sales-training)
## [The Best Advice On How To Focus and Hit Your Goals](https://thesaleswhisperer.com/blog/the-best-advice-on-how-to-focus-hit-your-goals)
 [Wes Schaeffer](https://thesaleswhisperer.com/blog/author/wes-schaeffer)
Jul 10, 2023
"I have fallen off the last couple weeks. What are your keys to keeping mission focused?" This...
[Read more](https://thesaleswhisperer.com/blog/the-best-advice-on-how-to-focus-hit-your-goals)
[](https://thesaleswhisperer.com/blog/goal-setting-43-years)
[Sales Training](https://thesaleswhisperer.com/blog/topic/sales-training)
## [How To Do Goal Setting For 43 Years and More](https://thesaleswhisperer.com/blog/goal-setting-43-years)
 [Wes Schaeffer](https://thesaleswhisperer.com/blog/author/wes-schaeffer)
Oct 25, 2020
No Fair Weather Fan The first professional football game I ever attended was with my late Uncle...
[Read more](https://thesaleswhisperer.com/blog/goal-setting-43-years)
[](https://thesaleswhisperer.com/blog/steve-sims-stupid)
[The Sales Podcast](https://thesaleswhisperer.com/blog/topic/the-sales-podcast)
## [Go For Stupid With Steve Sims](https://thesaleswhisperer.com/blog/steve-sims-stupid)
 [Wes Schaeffer](https://thesaleswhisperer.com/blog/author/wes-schaeffer)
Nov 15, 2022
The art of achieving ridiculous goals \[ LISTEN NOW ON APPLE PODCASTS \]
[Read more](https://thesaleswhisperer.com/blog/steve-sims-stupid)
```json
{
"@context" : "https://schema.org",
"@type" : "BlogPosting",
"author" : {
"@type" : "Person",
"name" : "Wes Schaeffer",
"url" : "https://thesaleswhisperer.com/blog/author/wes-schaeffer"
},
"dateModified" : "2026-07-03T07:19:27.408Z",
"datePublished" : "2020-09-10T12:00:00.000Z",
"headline" : "Make It Easy For Your Customers To Buy, Tom Williams",
"image" : [ "https://thesaleswhisperer.com/hubfs/_Podcast_Images/Sean_Casey_Williams_on_The_Sales_Podcast_202.jpg" ],
"mainEntityOfPage" : {
"@id" : "https://thesaleswhisperer.com/blog/tom-williams",
"@type" : "WebPage"
},
"publisher" : {
"@type" : "Organization",
"logo" : {
"@type" : "ImageObject",
"url" : "https://thesaleswhisperer.com/hubfs/wes-header-lockup.png"
},
"name" : "Fixer Wes"
}
}
```
```json
{
"@context" : "https://schema.org",
"@id" : "https://thesaleswhisperer.com/#organization",
"@type" : "Organization",
"founder" : {
"@id" : "https://thesaleswhisperer.com/#wes"
},
"legalName" : "TSW Group, Inc.",
"logo" : {
"@type" : "ImageObject",
"url" : "https://thesaleswhisperer.com/hs-fs/hubfs/Wes%20Schaeffer%20The%20Business%20Fixer%20white.png"
},
"name" : "The Sales Whisperer®",
"sameAs" : [ "https://www.instagram.com/fixerwes", "https://x.com/fixerwes", "https://www.linkedin.com/in/thesaleswhisperer/", "https://www.youtube.com/@TheSalesWhispererWes" ],
"url" : "https://thesaleswhisperer.com/"
}
```
```json
{
"@context" : "https://schema.org",
"@id" : "https://thesaleswhisperer.com/#website",
"@type" : "WebSite",
"name" : "The Sales Whisperer®",
"potentialAction" : {
"@type" : "SearchAction",
"query-input" : "required name=search_term_string",
"target" : {
"@type" : "EntryPoint",
"urlTemplate" : "https://thesaleswhisperer.com/hs-search-results?term={search_term_string}"
}
},
"publisher" : {
"@id" : "https://thesaleswhisperer.com/#organization"
},
"url" : "https://thesaleswhisperer.com/"
}
```
```json
{
"@context" : "https://schema.org",
"@id" : "https://thesaleswhisperer.com/#wes",
"@type" : "Person",
"alternateName" : "The Sales Whisperer",
"image" : "https://thesaleswhisperer.com/hubfs/wes-suit-forward.jpeg",
"jobTitle" : "Founder",
"name" : "Wes Schaeffer",
"sameAs" : [ "https://www.instagram.com/fixerwes", "https://x.com/fixerwes", "https://www.linkedin.com/in/thesaleswhisperer/", "https://www.youtube.com/@TheSalesWhispererWes" ],
"url" : "https://thesaleswhisperer.com/about",
"worksFor" : {
"@id" : "https://thesaleswhisperer.com/#organization"
}
}
```