What is a possible consequence of not taking control of the conversation?

When you do not take control of the conversation, there is a higher likelihood that the prospect may introduce a new objection. This happens because without clear guidance in the discussion, the prospect may feel more comfortable voicing concerns or doubts that they might otherwise keep to themselves. If the conversation flows in an unstructured manner, the prospect can bring up topics that could lead to objections, potentially sidetracking the sales process.

Taking the lead in a discussion allows for the anticipation and addressing of possible objections before they fully form in the prospect's mind. This proactive approach helps to establish trust and clarity, promoting a more productive dialogue. On the other hand, when control is lacking, it may lead to a reactive situation where objections arise unexpectedly, making it more challenging to navigate the conversation effectively and closing deals.