Be Curious, Not Judgemental

“Be curious, not judgmental.”– Ted Lasso (quoting Walt Whitman)

It’s one of the most memorable Ted Lasso scenes — not just for the quote, but for the lesson. But before we go on…

⚠️ Spoiler Alert!

If you haven’t watched Ted Lasso, Season 1, Episode 8 (“The Diamond Dogs”), feel free to skip ahead. But trust us — this one’s worth it.

🎯 The Dartboard Scene: Sales Wisdom in a Pub

In the scene, Ted is challenged to a high-stakes game of darts by Rupert, the smug ex-husband of AFC Richmond’s owner. Rupert underestimates Ted. He laughs. He mocks. He thinks Ted is clueless.

But as Ted calmly throws dart after dart, he begins telling a story:

“You know, guys have underestimated me my entire life. And for years, I never understood why. It used to really bother me.But then one day, I was driving my little boy to school and I saw a quote by Walt Whitman painted on the wall. It said,‘Be curious, not judgmental.’I liked that.”

He goes on to explain that all those people who dismissed him weren’t curious. They judged him. Had they been curious, they might’ve asked:

• “Have you played a lot of darts, Ted?”

• “Where did you grow up?”

• “What do you know that I don’t?”

But they didn’t. So they lost . And in the final moment, Ted sinks a bullseye and wins the match.

Mic drop.

💡 The Sales Lesson: Curiosity Is Your Competitive Edge

Just like in that pub, prospects often size up sales reps quickly. And reps do the same in return. But the best sellers don’t walk into calls assuming they know the game. They walk in ready to learn it, with curiosity, not judgment.

To win more deals, you need to train your curiosity muscle. It’s the only way to uncover the real story behind your buyer’s pain, urgency, and decision dynamics.

🧭 How to Cultivate Curiosity Like a Sales Pro

Here are 5 practical ways to stay curious on every discovery call:

1. Start With “Why?”—Then Keep Going

When a prospect says something interesting, don’t move on — zoom in.

• “We’re re-evaluating our tech stack.”→ “Why now?”→ “What triggered that?”→ “How long has this been on the radar?”

Let your questions reveal the story underneath the surface.

2. Use the “Tell Me More” Trigger

Three words that signal curiosity — and build trust:

“Tell me more.”

• “We’ve had some internal pushback.”→ “Tell me more — from who? What are their concerns?”

You don’t need a 50-question script. You need the courage to stay in the moment.

3. Swap Judgment for Genuine Interest

Instead of:

“Why would they do it that way?”Try:“I wonder what led them to that choice?”

Salespeople who show genuine interest get more honesty and less resistance.It’s not a trick. It’s just being human.

4. Steal from the Best: Use Curiosity Prompts

Create a list of curiosity-building phrases and keep them in front of you:

• “What’s the backstory there?”

• “What’s the risk if this doesn’t change?”

• “How does that affect you personally?”

• “Who else is feeling this pain internally?”

Use them to dig deeper — even when the answers sound complete.

5. Run a Curiosity Warm-Up Before Every Call

A great discovery starts before the Zoom link opens.

Try this 2-minute mindset prep:

• What do I assume I already know about this customer?

• What would I ask if I weren’t selling, just learning?

• What would surprise me on this call?

This gets your head out of pitch mode and into explore mode, where real sales happen.

🧠 Your MEDDIC Mindset Shift:

Before every discovery call this week, write one sentence at the top of your notes:

“My job is to learn, not to impress.”

That’s curiosity in action.

✅ Your MEDDIC Homework:

1. Before your next call, take 90 seconds to review your curiosity prompts.

2. Use at least two “Tell me more” follow-ups.

3. After the call, ask yourself: “What insight did I uncover that my competitor probably missed?”

   
   

Final Thought: Curiosity isn’t fluffy. It’s not soft. It’s one of the sharpest tools in your sales toolkit.

It separates order-takers from trusted advisors. And it turns average discovery into deal-winning discovery.

So be like Ted. Grab the darts. Ask the right questions. And be curious, not judgmental.

Until next Monday