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Developing Certainty In Sales To Close More Deals

Bill Choudhry



Picture of sales agents working together in office

One thing that kills deals more than ever is a lack of certainty. Certainty is one of the most important factors when it comes to landing sales. If there is no certainty, nothing will happen, the deal will not move forward. Certainty, you see, creates sales momentum.

Why do you need to focus so much on certainty? Well, maybe it’s because you want your prospect picturing themselves finding success with your product or service.

In this post, I’m going to talk about developing certainty in three major areas: certainty in your product/service, certainty with confidence, and certainty in the consumer. 

Certainty in your product/service 

This one is a no-brainer. For you to develop certainty in your product or service, you must believe in it. If you don’t believe in your product or service, no one else will!

If you can show past case studies of customers using your product/service successfully, this brings confidence. This proves a valuable point when you are trying to create that sense of certainty in your product/service. 

How to develop certainty in your product or service:

  •  Do the math. Calculate how much of a difference in revenue/time savings your product or service makes in your prospects business.
  • Look at positive feedback from current and past customers, read them all the time.

Certainty and confidence In You

Sales is not just about your product or service, it’s about you too! You must sell them on your value, not just your product or service. For this to happen, they must trust in you.

You prove that you really care about your prospects needs and problems, then they recognize the product or service as the solution. Once the prospect starts trusting you, what you have for sale is already sold.

Rapport helps build trust with the prospect. Show your humanity, how much you care and how you’re willing to listen to their needs and problems.

You need to show that you are a professional and know what you are doing. And yet you must keep that personal connection that brings them comfort. 

There are a few things to remember:

  • Have responses prepared for any questions that arise
  • Be on time for meetings and appointments (follow-up and commitments are important.)
  • Be friendly and polite, have etiquette

Consumers need to see your actions in truth and know that you are a caring and honest person (by your listening, how you talk, how you honor commitments). 

Certainty In Themselves

You should keep in mind that your prospect is judging you based on different actions and things you say. They study what type of person you are by your body language. Since your role is that of an advisor, you must lead them to the right decision, which is choosing you and your product.  

You may not believe it, but a lot of times prospects are not certain in themselves when it comes to purchasing a product, your product included. This causes them to turn away. Your job is to paint a picture of success in your prospect’s minds, the picture of success with your product or service.

Help them envision a successful future with your product or service. Once they can envision themselves as successful individuals using your product or service, it’s much easier to close the deal. It is your job to help find the reason to warm to your proposition.

Start talking with them about specific results your product or service brings. People love detailed information. How do you get specific? You start doing the math. Now, I know math isn’t the strong point of most individuals, if it was, we probably wouldn’t be in sales. But don’t worry, this math is basic-no advanced arithmetic is needed here!

Doing The Math

Let’s say, you sell lead generation, and the prospect is a dentist who specializes in dental implants, what’s next? You have $50 as a cost per lead for your service, and profits average $5k revenue from each implant per patient. 

It takes 5 leads to get a consultation and a fourth of those consultations turn into a patient. That means it will cost them one thousand to get five thousand in revenue from your service. 5 to 1 ROI-that’s fantastic!

Once you start doing the math with prospects, there’s a much clearer picture, and consumers become more certain. Many times, price objections are the culprits for when the prospect isn’t certain with themselves when purchasing a product or service. So, understanding why a product or service is well worth the price, through quality, there is a higher certainty.

What you need to know

When you develop certainty in these areas, you’ll become more successful in your sales meetings. Not only that, but there will be less chargebacks and customer refunds! That’s because people who are certain about their decisions are less likely to regret them. 

The best sales reps create certainty in these important areas. Once you create this ease, you’ll see huge improvements in your sales. If you don’t have certainty, it will be difficult getting sales, especially if you sell high-tech products or services. So, you see, the goal here is to create that certainty through confidence, and with that confidence, tie up sales, networking and creating relationships with the new prospects. And that’s what it’s all about.


Bill Choudhry is an experienced cold outreach and outbound sales professional. His approach is non-salesy, consultative, and authentic. He enjoys long walks at the park, frisbee football, and baking magical brownies for his marketing friends.

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