The Power of Vulnerability in Business: How It Helps Close Deals

Irwin See
Jun 11
3 min read

In the fast-paced world of business, vulnerability is often seen as a liability—something to hide, avoid, or suppress. Many professionals equate success with confidence, assertiveness, and control. But a growing body of evidence—and real-world success stories—suggests otherwise. Vulnerability, when expressed with intention and authenticity, can be one of the most powerful tools in a businessperson’s arsenal. Especially in sales and deal-making, vulnerability can foster trust, deepen relationships, and ultimately help close more meaningful and sustainable deals.

What Is Vulnerability in Business?

Vulnerability in a business context doesn’t mean oversharing or exposing every fear. It means being open, authentic, and honest—even when it’s uncomfortable. It’s admitting you don’t have all the answers, being transparent about your limitations, or expressing a genuine concern. It’s about choosing connection over perfection.

Examples of vulnerability in action include:

A founder sharing the story of why they started their business—not just the numbers, but the struggle and passion behind it.
A sales rep admitting that a competitor might be cheaper, but explaining why their solution offers better long-term value.
A company owning up to a mistake during negotiations, and explaining how they’re resolving it.

Why Vulnerability Builds Trust

Trust is the cornerstone of any successful business relationship, and vulnerability is one of the fastest ways to build it. When someone lets their guard down, it signals authenticity. It tells the other party: “You’re not just a transaction to me.”

Buyers—whether consumers or business clients—are more skeptical than ever. They’ve seen the polished pitches, the salesy tactics, the overpromises. But when a businessperson says, “We’re still learning in this area, but here’s how we’re tackling it,” it cuts through the noise. It humanizes the interaction and establishes a foundation for a real partnership.

The Psychology Behind Vulnerability and Decision-Making

Research from social psychologist Dr. Brené Brown and others shows that vulnerability leads to deeper human connection. In business, this translates into rapport, empathy, and alignment—key factors that influence decision-making. People don't just buy products or services; they buy people, values, and stories.

When you share your challenges and show that you’re not perfect, you're often met with empathy and understanding—especially in B2B relationships. Your client has likely faced similar struggles. That common ground can be a turning point in negotiations.

Case in Point: How Vulnerability Closes Deals

Consider a startup pitching to a large enterprise. Most founders would put on a polished front. But one founder chose instead to share the story of being rejected 20 times before finally gaining traction. He admitted his team was lean but emphasized their obsession with customer success and ability to pivot quickly. The enterprise client appreciated the honesty and commitment. They signed the deal, citing the founder’s “realness” as a deciding factor.

In another case, a consultant trying to win over a skeptical client admitted early in the conversation that while her team hadn’t worked in that exact niche, they had delivered success in similar spaces—and then invited the client to help shape the process collaboratively. The deal was won not in spite of her openness, but because of it.

How to Use Vulnerability Strategically

Know Your Audience: Vulnerability works best when it’s genuine and contextually appropriate. Tailor your openness to the setting and the relationship.
Balance It with Competence: Vulnerability should never come across as incompetence. Be honest, but also show your plan, your values, and your commitment.
Lead with Empathy: Ask thoughtful questions. Share stories. Listen deeply. Vulnerability is a two-way street, and often the more you open up, the more the other party will too.
Use Storytelling: People remember stories more than facts. Frame your vulnerabilities within a story of growth, learning, and success.

Final Thoughts

Vulnerability isn't weakness; it’s strength in its most human form. In a world where trust is currency and relationships drive revenue, vulnerability offers a surprising competitive edge. The next time you're in a meeting, a pitch, or a negotiation, don’t be afraid to lead with heart. Your honesty may just be the reason the deal closes.

About Us

Curt & Co Pte Ltd is a consulting company started amongst a group of business owners who were looking for a consulting company themselves for advice !

Our offices and our focus markets are in Philippines, Indonesia, Singapore, Vietnam and Malaysia. With clients ranging from 1 man operating SMEs to listed companies, we are proud to have helped our clients across different industries gain market entry into the South East Asian region.