Why Buyers Need to Feel in Control

Control is a core psychological need.

When buyers feel like they’re being pushed or boxed in, walls go up.

But when they feel in charge, trust grows.

Offer choices. Invite input. Ask for preferences.

Let them set pace and direction—within a structured path.

You’re still leading, but they’re in the driver’s seat.

And that makes all the difference.

Because when a buyer feels control, they also feel confident.

And confident buyers close.