Why Buyers Need to Feel in Control

No one likes being sold to. But everyone likes to buy—especially when they feel it was their idea.

In sales, control is currency. When buyers feel they’re steering the process, they’re more likely to engage, trust, and commit.

Offer choices. Ask questions. Invite feedback. These aren’t just niceties—they’re tools that empower the buyer.

Even if you’re guiding the process, the perception of autonomy makes all the difference.

It’s not about tricking them into buying—it’s about creating an environment where they want to.