Selling, when we are in a point of asymmetry with the prospect. We could begin to put our opinion upon the person we are trying to sell to. As in if I were to tell someone my opinion on how our product actually functioned. It could really hurt the sale or make a false impression on the buyer. I can have a low opinion of the product, making the prospect then have a biased towards the product, leaving you to have a bad sales experience. Or, you could have an overly high opinion of the product that is not true. Then you have an angered customer who thinks they were lied to and wants a full refund on the false product that you sold them.
BoweryJE22