Never Answer Before the Question Is Asked
Never Answer Before the Question Is Asked
Once, we were discussing investment options in new developments.
During the meeting, we realized the initial offer didn’t fit the client’s needs —
so we quickly reshaped it on the spot.
The main presentation was handled by the manager,
I was there as support.
As we reached the close, the client said:
“You don’t need to convince me anymore. I’m ready to sign.”
Perfect moment.
Applause. Champagne.
But then the developer’s rep added:
“By the way, in six months we’ll launch a new project with even higher returns!”
From his view — useful information.
From a sales standpoint — fatal.
The deal wasn’t signed that day.
Nor six months later.
The “next big project” never launched.
And the client kept waiting for “something even better”.
The Problem Was Timing, Not Content
The rep acted out of care,
but the salesperson must act out of clarity.
Six months of waiting means six months of lost profit.
The manager knew this — and deliberately kept focus on the here and now.
In a seller’s world, it’s normal to earn today,
not in some hypothetical future.
The Core of Every Sales Presentation
Your mission isn’t to show how much you know.
It’s to align your product with the client’s expectations — and close.
Every “by the way”, “we also have”, or “just so you know”
adds noise, weakens focus, and opens the door to doubt.
The Rule
If they didn’t ask, don’t answer.
Work with one clear solution.
If they want to know more — they’ll ask.
The worst thing you can do to a deal
is give an answer before there’s a question.