marketing & sales: Using the Power of Certainty to Drive Sales Success

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.

In a world of amazing uncertainty, ask yourself, "What am I certain about?" One thing is certain—the future is all about relationships. Even though we live in a highly technical world, it is still a human world where people buy and sell on their view of the future and on the level of trust they have in the people they're working with. Therefore, without trust (no matter what you're selling), it will be difficult to rapidly improve sustainable sales.

It has been increasingly difficult for order-takers to make a living in today's networked, mobile and interactive economy. The best salespeople are those who act not as order-takers, but as trusted advisors.

For example, if you go to a hardware store and ask someone to help you find something, and that salesperson simply points you to the correct aisle, he or she may make the sale, but not a loyal customer. However, when that salesperson takes an interest in what you need, asks questions and then helps you find what you are looking for (or a better solution), you're more likely to return to that store and seek that person out. You're no longer just going to the hardware store; you're going to see your trusted advisor who works at the hardware store.