“Control” and “connection” are paired but opposed ideas. A sales conversation that feels like a battle for control versus one that feels like a connection will yield very different outcomes.
This motivation for control is deeply rooted in a desire for predictability, certainty, autonomy, independence, influence, and power. Most of us fear chaos, many fear abandonment, and all of us want assurance that the future will be an agreeable stream of events.
The desire for control is complex and layered. Depending on the context and individual, the response can be adaptive (deal with it) or maladaptive (avoid it).
I’m not proposing you play therapist unless you’re trained to do that. Having said that, I think it’s important and useful to notice when people feel out of control and what they do to regain it.
I’ll leave you to work out if “control” is more fantasy than reality.