Certainty in Sales

by | Customer Service, Sales

In a sales situation he (or she) who has the most certainty prevails.

Are you certain of the value you and your organization bring to a client?

Are you certain that what you provide is exactly what the client needs?

Are you certain that the pricing is commensurate with the value that’s being provided?

Certainty is being extremely confident in you and your organization’s ability to provide the best product or service, provide it only when it really fits the client’s situation, and at the fairest price for the value from your own and the client’s perspective. If you feel it’s the best, you will go to the ends of the world promoting it because why would you deprive somebody of something they really need. If you only sell it to those who absolutely need it in the form that’s best for them, then you refuse to sell it to someone for whom it isn’t the best solution, or you customize it just for them. If you want to make sure the pricing reflects the value, you don’t price it too low or too high. If it will absolutely deliver the value and you’re so certain about that that you can demonstrate the ROI, why shouldn’t the customer pay a decent amount for the best most appropriate solution. Your certainty convinces him of the value s/he will get. Your pricing demonstrates your faith in your power to deliver value.

Certainty is rock solid confidence, the kind of confidence that builds trust and faith. It’s not loud boastful arrogance. It’s a quiet but matter-of-fact sense of mastery through knowledge and experience. It’s not lengthy talking that tries to convince by beating a subject to death. It’s earning trust through being succinct, wise and authentic.

We all want certainty. We all want to know that there is something safe and secure that we can rely on. We have so much change in our lives and businesses that we’re happy when we can make a few things stable. We look for products and services that provide predictable benefits and results.  Your certainty provides confidence and comfort to the buyer.

In a situation where you want a client to buy, or you want to convince your boss or your team that your suggestion/solution is best, the amount of certainty that you show will do more to influence the decision than some of the best rational and logical things you may say. We’re all human and emotional animals. Research says that 90% or more of purchase decisions are made at an unconscious emotional level. Buyers sense your confidence, your certainty of the appropriateness of your product/service in their situation, and in your belief in the fairness of your price. At an intuitive level each one senses whether you are more certain of the benefit of the transaction than s/he is of walking away from the transaction. Price is never the issue. People make the investment or don’t (rearrange their budgets to make the investment) based on your ability to convey your certainty that this is the best opportunity that holds so much value for them and their businesses that it’s a no-brainer for them to walk with you to the next level of commitment and make a purchase or go with your solution. Your conviction about ‘yes’ must be more certain than their conviction about ‘no.’

In a sales situation he (or she) who has the most certainty prevails. By working on your mental mindset, your level of confidence and your ability to convey certainty, you can change your sales results.

Please leave a comment. Give an example of when this was true for you. We’d all like to read your story of success or lesson learned. Thank you.

Jeri Quinn

Jeri Quinn from Driving Improved Results is an executive coach, management consultant, speaker and author who focuses on communication in her work with executives and companies. She is the author of The Customer Loyalty Playbook, 12 Game Strategies to Drive Improved Results in Your Business. With more than 40 years as a serial entrepreneur.

Quinn has worked with executives and teams in over 40 industries, spoken at major business expos including New York City’s Javits Center, facilitated business development and extraordinary customer service at institutions such as MoMA and AIG, and has partnered with New York City, The Kauffman Foundation, Citibank, Merrill Lynch, HSBC, and Signature Bank to educate their clients.


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