Why Attunement Matters In Sales

One of the most interesting ideas I have learned in sales so far is the shift away from the traditional mindset of always pushing for the close. The conventional view of sales emphasizes drive, persistence, and constant pressure to secure the deal. It makes it seem like the person who talks the most or pushes the hardest will win. However, we are seeing that this approach often does more harm than good. What has stood out to me instead is the importance of being attuned to the other person. That means paying attention to how they are responding, what they care about, and what might be holding them back. Rather than trying to control the direction of the conversation, the goal becomes understanding it. When you focus on perspective taking, you are better able to adjust your questions and responses  in ways that actually connect you to the buyer.

Coming on too strong can create resistance. People do not like feeling pressured or overpowered. When you lower your intensity and genuinely try to understand someone’s position, they are more likely to open up. That does not mean giving up control or becoming passive. It means being aware of the dynamic the customer is most comfortable in and responding intentionally instead of automatically.

This feels especially important in a startup environment because every conversation actually counts. Entrepreneurs are always selling their ideas to different people, whether it is customers, investors, or partners. If they can’t read the situation and adjust how they communicate, they will miss opportunities. Being attuned helps you connect in a way that actually moves the conversation forward.