The 3 Customers Biases that Can Potentially Derail Your Sales Momentum copy
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The 3 Customers Biases that Can Potentially Derail Your Sales Momentum

- Venkataraman Subramanyan

At times, customers can be judgemental, showcase bias towards you or throw a curveball that can derail even the most meticulously mapped out sales engagement.

Today, let’s explore 3 such experiences that sellers often share with me, and exactly how to tackle each one of them:

Let’s dive in,

1.The Wall of Resistance

As you approach a customer, they can be skeptical.

They are looking at you and thinking,

“Here is a salesperson, I’m not sure if they truly care about our objectives, let’s keep them at arms length and discount what they are saying”

The tell-tale sign? Superficial engagement.

If your intuition tells you this is happening, it’s time to take a pause. Don’t keep pushing as that can create more resistance.

Start aligning the conversation to their risks and outcomes.

Share fresh perspectives that align with their needs, which will revitalize the sales engagement, drawing them towards you. You could then engage in a dialogue that lets them appreciate your differentiated approach.

I always share with salespeople,

When you say it, it is sold.

When they say, it is gold.

Get your customer to acknowledge how valuable your meeting has been for them.

2.The ‘We Know it All’ Bias

At times, a customer may be resistant to your solutions because they think,

“We have been there. We have done that. We know everything. Who are you to tell me what to do?”

Firstly, this is actually a positive sign. It shows confidence in your customer.

The right way to navigate this is, shift the focus from their known to their unknown.

What is it that they are missing out?

What are their blind spots?

What are their opportunities hidden in plain sight?

This elevates your discussion to an exchange of insights and enables your customers to think differently. Thereby, positioning you as a partner.

3.The Sunken Cost Fallacy

This is when customers feel compelled to stick with their current provider or solution, even if it no longer serves their best interests.

Because they have invested, they feel the need to continue and hopefully achieve their promised outcomes.

The direction here is, what is it that they expect from their current vendor or provider that they are not getting now?

A couple of questions I always ask is,

“What does your CEO expect from you that your current provider is unable to provide?”

“How does this provider help your organization accelerate towards your vision?”

This highlights the gap between their existing solution and desired results, creating the context for you to step in. Remember, your customers’ value realization gaps are your opportunities in disguise.

To conclude,

Navigating customer resistance biases requires a combination of empathy, insight, and strategic communication.

So the next time that you meet customers, look out for these telltale signs.

Are they looking at you with skepticism or suspicion?

Are they exhibiting this know it all attitude or a level of complacency?

Are they showcasing what I call the sunken cost fallacy?

Given what I’ve shared today, you can navigate any bias with confidence and achieve greater success in your sales efforts.


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Venkataraman Subramanyan is a Global Leadership Development Expert & Sales Coach. He is the Founder and CEO of Tripura Multinational. Venkat’s mission is to touch and transform a hundred million lives by 2025, and a billion lives by 2030. With over 30 years of experience, Venkat is passionate about 2 things – Leadership Transformation and Sales Acceleration. His trademarked deal qualification framework is licensed worldwide by organizations and filters over $3Billion in deals annually. He is an accredited member of the Forbes Coaches Council.

Tripura Multinational is a dynamic sales organization dedicated to empowering sales professionals and organizations to achieve unparalleled success. Originally established as a platform to address skill gaps in the sales industry, Tripura has evolved into a multi-faceted entity that offers comprehensive engagements for Sales Managers and Sales Leaders. Through the transformative power of Sales Coaching, Tripura enables sales organizations to elevate their performance from good to great and ultimately reach a world-class level. Our approach focuses on optimizing sales skills, management expertise, and leadership capabilities, helping clients plan more effectively, qualify leads better, orchestrate sales processes seamlessly, and expand their business with confidence. 

Our organisation is the trusted choice of market leaders across various industries and segments, relying on our expertise to elevate their performance to new heights. Recognized for our ability to enhance excellence, we are entrusted with the task of making the client’s best even better.

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