Getting honest answers in sales can be difficult. Prospects don’t always tell you what they’re really thinking. Maybe they don’t want to hurt your feelings. Maybe they’re trying to avoid a tough conversation. But salespeople need honest answers to move deals forward.

How can sellers inspire honest answers in sales?

You likely already understand the importance of asking questions. And you’ve likely learned that specific questions can be more effective than others. But in addition to smart questions, there are other best practices to encourage honest responses.

Do homework

Writing for Harvard Business Review, Jeremy A. Yip and Maurice Schweitzer share ways that sellers can nudge prospects. Their first suggestion is to do homework. While that should be a given, it must be done well and relevant to the information you seek.

“You are more likely to succeed in extracting the truth when you are well prepared,” they write.

“Being well prepared with facts makes you more persuasive and helps steer the conversation towards the truth.”

 For example, there may be a situation when a prospect has gone quiet. You want to know why they’re delaying their response. Follow Yip and Schweitzer’s advice to start by gathering the facts.

Look back at your last few interactions. Did they raise concerns? Ask difficult questions? 

Also, think about whether they have been hesitant in the past. Is there a pattern?

When you understand the context, you can ask more probing questions, which can help get to the real reason for the delay.

Model and set the foundation

Want honest answers in sales? Then you must also demonstrate honesty. Doing so sets the foundation for open communication.

“Establishing this norm early on is one of the most important steps you can take in eliciting honesty from others,” they advise.

Emphasize your commitment to honesty and trust, and you make it easy for the prospect to do the same.

But keep in mind that there are always some details a prospect won’t, or can’t, share. This could be about budget or timelines.

That doesn’t mean they’re being dishonest. It just means they’re setting boundaries.

When a prospect tells you what they can and can’t share, that’s still honesty. And that helps you understand where you really stand.

Take a look at these tips for demonstrating honesty, integrity and trust with others.

Undermine deception

Another tactic is to make it more difficult for others to not be truthful. This relies on psychology, and as Yip and Schweitzer explain, it can work.

Start by planning to have the conversation in person. It’s harder for someone to lie face-​to-​face. They have to manage both their words and their body language.

And research supports this, noting that “people are more apt to lie virtually than they are in person.”

Additionally, another suggestion is to throw their cognitive load off balance. Doing this makes it more difficult to be dishonest.

Lying takes more brainpower than telling the truth, they explain. When someone’s lying, they have to keep track of what really happened and what they’ve said. You can increase the pressure by asking detailed questions. Or by jumping around in the timeline.

“This makes people more likely to make mistakes in their responses, enabling you to discern the truth.”

While these tips won’t make everyone answer you honestly, they will boost the chances of getting honest answers in sales. Come prepared. Ask thoughtful, specific questions. Show that you value transparency to inspire the same. Meet in person when you can.

Most of all, create a relationship where honesty feels safe. Prospects are more likely to be open when they feel understood and respected, not pressured.

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