Avoid talking too soon about your solution. That just gives your competitors an edge because the customer is likely in the middle of their buying process. Essentially, you reach the end of your sales process just as the customer arrives at the point when they start comparison shopping. Instead, early in the sales process get your customers to do the talking—about their needs, problems, and opportunities. That knowledge will help shape a solution better fitted to their needs and create a greater urgency for them to take action.