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CEO Confidential

Satisfying Your Customer’s Craving for Certainty

I want you to imagine your own life right now, and what it would look like if you lost certainty. Imagine having breakfast every morning and not being able to know if the milk in your coffee was sour or not. Imagine driving to work and not knowing if the road you were on would lead you to the office. Imagine getting to work and not knowing if you even still had a job there. Imagine coming home from work and not knowing if your house would still be there.

Pretty anxiety-inducing isn’t it? Obviously, these examples sound like something out of a science fiction or horror movie. But for new homeowner, uncertainty can cause a lot more stress than we realize. That’s why you need to make it your mission to provide certainty for your customers. For you, it might just be another home sale. But for them, it’s their whole future.

Whatever emotion you’re after, whatever goals you chase—building a business, getting married, raising a family, traveling the world—Tony Robbins devised six basic, universal needs that make us drive all human behavior. Derived from Abraham Maslow’s hierarchy of needs, they are the force behind everything we do. We all have the same six needs, but everyone has their own needs profile. How you address those needs – and ultimately embody them for your customers – determines every sale.

The six core human needs are certainty, variety, significance, connection, growth, and contribution. The reason someone is just looking is because their current home isn’t fulfilling their needs. Whatever reason they tell you, their current home is not fulfilling one or many of their 6 human needs as it did when they first bought it. When you first meet them, you have to know right out of the gate that there’s something lacking. Your job is to uncover and find out how their current product or service not fulfilling their needs, and how what you have fulfill that need.

I want to dive deeper into to the need of certainty. When certainty is lost, all is lost. Uncertainty actually generates a strong threat or ‘alert’ response in your limbic system. Your brain detects something is wrong, and your ability to focus on other issues diminishes. Your brain doesn’t like uncertainty – it’s like a type of pain, something to be avoided. Certainty on the other hand feels rewarding, and we tend to steer toward it, even when it might be better for us to remain uncertain.

Our brains hate ambiguity, and your customers’ brains will everything they can to avoid that overwhelmed state and find resolution. And if they don’t find that resolution, motivation ceases and everything else breaks down. Your sales success is dependent on your ability to provide certainty for your customers.

So here’s how you create certainty for your customer:

  • Teach them something new.

The definition of selling is to give certainty plus education with rapport to your prospect. In today’s world, selling is about teaching the customer something new about what you’re selling. If you’re not giving them new information to help them choose you, then are you really creating value? Sales warriors know that teaching the customer gives them certainty, educates them on how you’re improving their life, and puts you both on the same page with the sale, which is the definition of rapport. That’s the true definition of selling.

  • Provide additional references.

References for your uncertain customers will cause them to feel much safer moving forward with you. Think of it this way, if you’ve seen many marriages end in divorce you will have a reference that marriage doesn’t work. If you’ve seen many loving marriages, you’ll have reference that marriages are blissful. Positive references will always help determine certainty.

  • Be curious.

Remember that each person that walks through your doors has a different story. Be curious and seek out new information about them in order to give them certainty that you are working for their best interest. If a car salesman tried to sell a two-seater convertible to a mother of three kids, she wouldn’t trust that he was working in her best interest. Find out your customer’s why and customize your selling message specifically for them. This will give your customer certainty that you are doing everything for them, rather than for you.

A lack of certainty will stop us in our tracks. If your customer can’t feel certain about what they want or what they need to achieve it, they’ve given up before you can even begin. When you take the time to build trust and establish certainty, you will make more sales and change more lives. Your role as a salesperson is to be the primary source of confidence, motivation, hope, and certainty in the prospect’s decision to buy or not buy.

When you prioritize providing certainty to your customers, you actively destroy ambiguity, unleash your sales, and improve lives.


Have you read?

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# Richest Women In The United States For 2018: 55 Female Billionaires.
# Top 20 Richest Sports Team Owners In The World, 2018.

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Jason Forrest
Jason Forrest is the CEO at Forrest Performance Group in Fort Worth, Texas. Jason is a leading authority in behavior change and an expert at creating high-performance sales and best-place-to-work cultures through complete training programs. FPG has won five international awards for its behavior change programs in sales, leadership and customer service. Jason is an opinion columnist for the CEOWORLD magazine.