When buyers won’t admit they need your help

Buyers withhold information from salespeople all the time. Sometimes it’s to gain a negotiating advantage, or to quickly end an unwanted sales call.

But just as often, buyers hold back because disclosure puts their self-images at risk. They’re hiding something that, if revealed, would make them lose face, expose a fault or suggest – not to you, but to themselves – that they’re not living up to their own expectations.

Guest author Michael Boyette discusses this issue in a new ZoomInsights article. He suggests a “Four A’s Approach” to get buyers to feel comfortable discussing needs that your product or service can address.

Check out the article and learn how you can move a sale ahead by acknowledging that challenges are normal, asking for help, accepting information without explanations and advancing the conversation.