The tendency to evade questions that are deemed too personal or embarrassing.
In order to probe for solutions, you must uncover problems.
People are uncomfortable admitting issues or problems with their business.
You can reference blunders or problems faces by similar clients as a means to diffuse embarrassing faults. This technique also demonstrates experience and expertise.
It is important to lead prospects up to large issues in order to present high-impact solutions. Rapport building, dissociation, and diffusion will help reduce discomfort.