Chapter 77. Unmanaged, Telling Tensions Cost You Sales

Conrad Elnes

STI International

Telling Tension develops whenever someone feels a strong emotion about a situation: The stronger the emotion, the more compelling the desire to express it. This need to talk is like walking with a sharp rock in your shoe. It's hard to think of anything else until you get rid of it!

When either you or a buyer feels high Telling Tension, a condition called LO/LO sets in; LO/LO stands for Lock On/Lock Out. Since the human mind cannot think two thoughts simultaneously, it "Locks On" to its own thought and "Locks Out" other ideas. In highly emotional situations, the "Lock Out" can be complete, thus preventing you and the buyer from listening to one another.


Those who become skilled at managing Telling Tension create many allies who help them increase their sales. Those who don't learn to manage it suffer the penalty of lost opportunities.

Your skill at managing Telling Tension will help both you and your buyers be more receptive. "Managing" begins with bridling your own Telling Tension and listening as buyers talk about a concern that is important to them. As they express their concerns, their Telling Tension diminishes rapidly, leaving them with open minds and open ears. Then it's your turn to talk.

Causes of Telling Tension

Three causes of Telling Tension are encountered frequently during sales and service interviews:

  1. Strong emotions such as anger, defensiveness, ...

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