How to Make Prospects Open Up Without Feeling Pressured | Charles Muhlbauer | Ep. 293 (Sell)
Mar 11, 2025
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Charles Muhlbauer, founder of DiscoveryCoach.io and former sales enablement expert at AlphaSense and CB Insights, shares his insights on improving sales conversations. He emphasizes the importance of 'humbling disclaimers' to lower defensiveness and make tough questions easier for prospects. Charles encourages listeners to dig into vague concerns, refine their questions for clarity, and follow a structured flow during discussions. His techniques focus on building trust and fostering open dialogue, enabling sales professionals to uncover real challenges.
Using humbling disclaimers when asking tough questions helps reduce defensiveness and fosters a more open dialogue with prospects.
Giving prospects a sense of control during conversations enhances their engagement and encourages them to share their genuine concerns.
Deep dives
The Power of Humbling Disclaimers
Humbling disclaimers are crucial for expressing insecurities or fears when asking tough questions. For instance, prefacing a difficult inquiry with a statement like, 'I feel a little awkward asking this,' can ease the tension and prompt the prospect to respond more openly. This approach not only helps mitigate anxiety for both the salesperson and the prospect but also encourages thoughtful responses from the latter. By openly acknowledging the discomfort of certain questions, sales professionals create an environment conducive to honest dialogue.
Creating an Illusion of Control
Giving prospects an illusion of control during conversations can significantly enhance engagement and reduce anxiety. By asking for permission to proceed with questions or acknowledging their insights, sales professionals enable prospects to feel more in charge of the dialogue. This technique fosters a collaborative atmosphere, making prospects more willing to share valuable information about their challenges. For instance, expressing curiosity about a prospect's comment can lead to deeper discussions where the prospect feels empowered to express their thoughts freely.
Surface Problems Through Nuanced Questions
Sales professionals should frame their inquiries about prospects' challenges with nuance rather than direct assumptions. By discussing potential issues in a lighter way—for example, suggesting that many clients are concerned about specific topics—salespeople can invite prospects to share their experiences without feeling defensive. This technique allows for more organic conversations, leading to fruitful discussions about the prospects' actual pain points. Fostering a dialogue in this manner creates opportunities to uncover insights that the prospect may not have proactively identified.
Effective Listening Triggers
Listening for subtle cues during conversations can reveal valuable insights about a prospect's needs and concerns. Compliments or unexpected questions from prospects serve as triggers that indicate genuine interest, prompting further exploration of their interests. By acknowledging these triggers and asking open-ended questions, sales professionals can gain deeper understanding and guide the conversation toward meaningful solutions. This method not only helps identify specific problems but also encourages prospects to elaborate on issues they might have previously downplayed.
Use Humbling Disclaimers: Preface tough questions with softening statements like, “I’m not quite sure how to ask this,” or “This might feel direct.” It lowers defensiveness and makes hard questions land better.
Dig Into Prospect Rumblings: Prospects often hint at problems rather than state them outright. Listen for vague concerns and use a humbling disclaimer to drill deeper into the real issue.
Refine Bucket Questions: Instead of stating, “Every CRO faces these three problems,” add nuance: “Many CROs I speak with mention challenges like…” This avoids defensiveness and keeps the conversation open.
Follow a Clear Flow: Get permission to ask questions, surface problems without assumptions, prompt for real examples, then use humbling disclaimers to quantify impact without making prospects uncomfortable.