The Stated Need Isn’t the Truth (especially at the start)
The Stated Need Isn’t the Truth (especially at the start)
A line from a psychotherapy book reads:
“The problem the patient names is never the real problem.”
“Never agree with what you hear from the patient.”
Sales are no different.
The first request is a hypothesis, not the truth.
Why “open” clients disappear
A buyer confidently states what they want.
The rep builds options—
and the buyer goes silent.
Not malice—limited and biased information.
Their picture of the market comes from fragments: videos, posts, reviews.
Field examples
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“I want the same model, but oval. Or a tetrahedron.”
Procurement sprint? No—start with why. -
“Family of five, considering a studio.”
Some send studios, others push three-bedrooms.
A pro asks: why a studio, what is the purpose, which constraints?
Real case: a family of seven “needed a 2-bed in a prestige area for status.”
They bought a 4-bed in another district, same budget, with school & kindergarten nearby—and were thrilled.
Agreeing too soon hurts
If you accept everything at face value,
you’ll miss the real job—or get it wrong entirely.
Your craft is skepticism and diagnosis.
Discovery Protocol (8 quick questions)
- Context: What h