Customers don’t always openly share what they truly want, but understanding why they hold back – and how to navigate these hesitations – can transform your sales conversations
Conversations with customers are always smoother when they know exactly what they need – and even better when they know what they want. However, not every customer is forthcoming with this information. This can happen for a variety of reasons, making it more challenging for sales teams to guide them toward the right products or solutions. Below, we explore some common reasons why customers might withhold key details and how your team can effectively navigate these obstacles.
They Think It Will Cost Too Much
One of the most significant barriers in sales conversations is cost. Customers may have a particular product in mind but, after conducting some research, assume it is beyond their budget or that they can’t justify the expense. Instead of sharing what they truly want, they mentally place it on their “nice-to-have” list and avoid discussing it further. To overcome this, use open-ended financial questions. Instead of simply asking about budget, try asking things such as, “What are you looking to invest in long-term?” or “If we could meet your budget, are there any other features or products you’d like to explore?”
If the original product is beyond their budget, present options that provide similar functionality at a more accessible price point. It can also help to break down the cost-benefit ratio. Show them how products can save them money or provide significant value over time, making the investment more justifiable.
They Don’t Like Sales Talk
Some customers are hesitant to disclose what they truly want because they fear they will be pressured into making a decision before they are ready. Even when sales teams adopt a consultative approach rather than a direct sales strategy, customers may still be wary of being pushed into a purchase.
Start by discussing their needs and challenges before mentioning products. A simple, “What’s the biggest challenge you’re facing right now?” can open a genuine dialogue. Instead of a direct pitch, share stories of similar customers who had comparable needs and how a solution helped them. Let them take the lead – instead of pushing for a sale, encourage them to explore at their own pace by providing resources, case studies, or free trials. Providing a free consultation or guiding them through options without immediate commitment can ease their hesitations.
They Don’t Fully Understand the Product
This challenge is particularly common in industries involving technology, complex services, or specialised equipment. Customers may be unsure about how a product works, whether it will meet their needs, or if they will even be able to use it effectively. Additionally, they might not be aware of upcoming changes, such as outdated technology being phased out.
To overcome this use layman’s terms and avoid jargon. Instead of saying, “This AI-powered automation system optimises operational workflows,” try, “This tool can help you save time by handling repetitive tasks automatically.” Whenever possible, allow customers to interact with the product through demos, samples, or trial versions. It can also help to compare with familiar products. Relating the product to something they already understand makes it easier for them to grasp its functionality.
Customers may withhold information for a variety of reasons, whether it’s due to budget concerns, fear of sales pressure, or a lack of product understanding. By recognising these barriers and adopting a thoughtful, consultative approach, sales teams can encourage open communication, build trust and ultimately guide customers toward the best solutions for their needs. A customer who feels heard, understood and empowered to make an informed decision is far more likely to commit to a purchase – and to return in the future.
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