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When it comes to selling, nothing is more important than the power of certainty. After all, when potential customers or clients are uncertain, they hesitate. They don't want to move forward, say "yes," or allow you to close the sale. The more uncertainty you have, the higher the risk for the person making the purchase and the more likely it is they will decide to wait. On the other hand, when there is a high level of certainty and the products or services will help customers accomplish what they want to achieve, the sale can easily be made.
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