People want to be honest, but sometimes they avoid difficult questions and tell you what they think you want to hear instead of the truth. It happens all the time in business. Businesses are representative of the people they employ. A customer that is experiencing financial difficulties is unlikely to tell you that they’re getting ready for a second round of layoffs and they’ve cut back to one shift in production. Instead they say that business is great. One of the nuances of credit and collections management is to identify underlying problems with your customers before they become major issues.