The Hidden Sales Killer: Assumptions

Most salespeople lose deals not because of a bad pitch or poor timing, but because of assumptions.

• You assume the prospect isn’t interested, so you don’t follow up.

• You assume they can’t afford it, so you hesitate on price.

• You assume they already know the value, so you skip the deeper conversation.

Assumptions stem from experience, and while experience is invaluable, it can also create blind spots. When we assume we already know what a prospect is thinking, we stop asking the right questions. We hear, "Now’s not the right time," and assume that means "Never." We interpret "This is too expensive" as an outright rejection rather than an invitation to discuss value. This mindset places artificial limitations on our ability to sell effectively.

The best salespeople operate with curiosity, not certainty. They challenge their own biases, seeking to understand rather than predict. Instead of assuming a prospect’s priorities, they uncover them. Instead of presuming objections are fixed, they probe deeper to address underlying concerns.

How to Eliminate Assumptions and Close More Deals

1. Ask More, Assume Less – Before deciding what a prospect wants, engage in meaningful discovery. Use open-ended questions to uncover needs, pain points, and decision-making processes.

2. Challenge Your Own Biases – Reflect on the stories you tell yourself about prospects. Are you filtering their responses through past experiences rather than treating each opportunity as unique?

3. Follow Up with Intent – Silence doesn’t mean disinterest. Most deals aren’t lost to rejection but to inactivity. Assume nothing—keep the conversation alive.

By removing assumptions, you don’t just improve your sales numbers—you elevate your entire approach, replacing guesswork with precision and lost opportunities with closed deals.