Game. Set. Match. In sales, the word 'yes' is incredibly dangerous. Some will argue that the word yes expresses affirmation, which in turn, leads to an eventual sale. Sales people always get caught up in the word yes and most often, it leads to nothing but Closed Lost. Here's why.
Influencers and internal champions love the word yes (and keep in mind, internal champions are my homeboy). People that love to express affirmation, are oftentimes not actually listening to you. Maybe they are distracted, confused, or uninterested. Or, maybe they are too shy to say that they do not understand what you are saying. If you take "yes" at face value, you are likely to lose control of the sales process at some point. Remember, try to challenge the prospect and get a real understanding of their pain points and potential consequences. If you receive affirmation, do not be afraid to ask the simple question, "why?".