The One Thing Your Buyer Wants From You Isn’t Your Service

- March 22, 2016 2 MIN READ

Ever wondered what that secret quality is of the best sales professionals? What do they deliver to their buyers that so many before them have failed to produce? From which human quality does all the luck tend to spring from for these sales masters? The answer sits in not only the one human quality that we are all aiming to gravitate towards, but also the quality that we are aiming to achieve within ourselves more than anything else:


From an evolutionary perspective, it is certainty that we and all other breathing organisms on this wonderful planet are aiming to achieve. It gives us a sense of balance, a form of safety that ensures a higher chance of survival if ever we were to become threatened or perturbed.

As a result of this, it would be reasonable to suggest that we are attracted to those who display a higher level of certainty in the sales world because we unconsciously ascribe a sense of protection, safety and reassurance with them – we trust their recommendation to be better than our own in this game of buying, selling and decision making overall.

 But how does this translate directly into a sales relationship?

As a sales professional and business owner, it is our job to help our buyers understand that there is going to be more certainty in their world after they make a decision with us, than before. We have to help them understand the severity of the uncertainty in their current circumstance and contrast it with the certainty available to them in the new world they will be experiencing after moving forward with us.

Without the pain of uncertainty being present in their reality at the time of speaking with us, there will never be enough gas in the tank to even get a new decision started. And it is for this reason that we need to educate our buyers on what they may not be aware of that could cost them time, money or energy if they don’t buy our product or service. They only won’t be feeling enough uncertainty if they haven’t been given a significant enough reason to feel it yet.

They simply haven’t been educated on why it is their decision needs to be made as soon as possible.

Once we help them become aware, it is then up to us to paint a picture of how their world will be filled with the suitable level of certainty required for them to make the purchasing decision. It is this swing between uncertainty and certainty that drives practically all human behaviour and decision making, so as sales professionals our ability to call the play using this law of human nature is critical.

Darcy J Smyth is the creator and lead trainer of the Tonal Persuasion Method for Sales – a methodology designed to help you close sales without having to revert back to the Hard Sell that turns so many away in the modern business landscape – and become a persuasion master instead.

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