Seth Godin puts it quite eloquently:
People lie to salesmen all the time. We do it because salespeople have trained us to, and because we’re afraid.
Of course we don’t tell the truth–if we do, we’re often bullied or berated or made to feel dumb. Someone who chooses not to buy from you isn’t stupid. They’re not unable to process ideas logically, nor are they unethical or manipulated by others. No, it’s simpler than that:
Given what they know and what they believe, the prospect is making exactly the right decision.
Time the insurance and investment folks bugging us 24×7 get that in their heads.