Business By Hormozi #201: Salespeople, Don’t Skirt Around the Hard Conversations : Setting Proper Expectations

The Importance of Facing Difficult Conversations

As a salesperson, your job isn't just about closing deals. It's about building trust, setting expectations, and providing a genuine experience for your customers. However, many salespeople shy away from difficult conversations, afraid of confrontation or setting up their company to look bad. Here’s the truth: If you skirt around issues that customers tend not to like, you’re a coward.

When you avoid addressing potential problems or setting clear expectations, you are not helping your customer—you’re hurting them in the long run. This behavior not only undermines your credibility but also creates a ripple effect of dissatisfaction down the line.

Why Salespeople Avoid Hard Conversations

Salespeople often avoid tough topics because they fear rejection or losing a sale. They may feel that discussing negative aspects or potential drawbacks will discourage the customer from buying. It’s a natural instinct to want to make the sale, but this mindset is flawed.

What’s even worse is that by skirting around the issues, you're lying by omission. You’re withholding important information that could change the customer’s decision. By not setting realistic expectations, you’re setting both your customer and your company up for disappointment when things don’t go as promised.

The Power of Transparency

Transparency is key to building trust in any relationship, and sales is no different. When you’re honest with your customers—about the strengths and weaknesses of your product or service—you show them that you care about their success, not just about closing the deal.

By addressing concerns upfront, you give customers the opportunity to make an informed decision. They may not love hearing about the cons, but they will respect your honesty. And guess what? They’ll trust you more for it, leading to stronger relationships, repeat business, and referrals.

Setting Proper Expectations Leads to Long-Term Success

Properly setting expectations with your customers doesn’t just prevent disappointment—it also fosters long-term loyalty. Customers appreciate clarity, and by ensuring they know exactly what they’re getting into, you’re making their experience better.

For example, if your product has limitations, don’t hide them. Address them upfront and explain why your solution is still the best option. If there are shipping delays, let your customers know ahead of time and work to resolve the issue. Setting these expectations shows you value your customers’ time and trust.

Conclusion

The key to becoming a successful salesperson isn’t avoiding the hard conversations—it’s embracing them. Be upfront and honest with your customers, set proper expectations, and address concerns directly. When you do, you’ll not only close more deals but also build long-term relationships based on trust and transparency.