Closing a sale is a multi-step process. There is plenty of opportunity for salespeople to mess up something along the way. Some mistakes are more grievous than others, however. The worst thing any salesperson can do when trying to make a sale is failing to find and communicate a solution to a customer’s problem, says sales expert and Entrepreneur contributor Grant Cardone. “It’s very important not to get lost in how your product works so much as what problem it solves,” he says in this video. In other words, don’t sell your product. Instead, sell how your company will solve your client’s biggest problem. It’s selling 101, really. For more insight from Cardone, watch the short video below.