In a recent LinkedIn post, Rob Dance discusses a fundamental shift in sales questioning that can unlock deeper client understanding and drive more effective solutions. Dance, founder of ROCK, shares a pivotal learning from his early career: moving beyond asking customers what they want to understanding the tangible costs associated with their current problems.
Dance recounts his initial approach, which involved directly asking clients about their desired solutions. However, he quickly realized that while customers know something is hindering their progress, they often struggle to articulate the precise solution. This led him to refine his questioning strategy.
“The best sales question I know is simple: ‘What is this problem costing you?'”
This core question, Dance explains, is the key to reframing sales interactions. He elaborates on the evolution of his approach, moving from asking about current states and desired future states to focusing on the financial and operational impact of the status quo.
Shifting from Wants to Costs
Dance highlights that customers may not always know the optimal solution, but they are acutely aware when something is impeding their success. By pivoting to questions that probe the cost of inaction, sales professionals can uncover more significant pain points.
Identifying Hidden Expenses
According to Rob Dance, the cost of a problem can manifest in various forms beyond direct financial loss. He points out that inefficiencies and operational drag have quantifiable impacts.
“If a team is losing 20 hours a week to a poor process? There is a cost. If senior people are fixing issues that should never reach them? There is a cost. If opportunities are being missed because the business is too slow? There is a cost.”
As Dance notes, these costs can be measured in terms of lost time, reduced revenue, missed opportunities, increased risk, and the misallocation of valuable human capital. The critical step, he argues, is to quantify these impacts.
The Value of Quantification
Rob Dance emphasizes that putting a number against these costs is crucial. Whether it’s in hours, lost revenue, or capacity, a tangible figure brings the problem into sharp focus for both the client and the sales professional.
“Put a number against it. Time. Lost revenue. Missed opportunities. Risk. People’s capacity.”
This quantification process, in Dance’s view, serves a dual purpose. Firstly, it helps the client to fully grasp the severity and economic impact of their current challenges. Secondly, it provides a clear benchmark for evaluating potential solutions. Only after understanding the true cost, Dance suggests, should the conversation shift towards finding and discussing solutions.
Prioritizing Problem-Solving
Dance’s insights underscore a strategic approach to sales where the focus is on solving significant, costly problems rather than merely fulfilling stated wants. By asking, “What is this problem costing you?” and diligently quantifying the answer, sales professionals can better align their offerings with the client’s most pressing business needs.
“And once you understand the cost? You can work out whether the problem is actually worth solving. Only then should you start talking about the solution.”
In conclusion, Rob Dance’s recent LinkedIn post offers a practical and effective framework for sales professionals seeking to move beyond transactional conversations. By prioritizing the understanding and quantification of problem costs, leaders can foster more meaningful dialogues and deliver solutions that provide demonstrable value.
📝 About This Content
This article is based on insights shared by Rob Dance on LinkedIn.
📅 Originally posted on October 2, 2026 | View original post on LinkedIn →