Practical Sales Training™ > Selling Communication Basics > Burden of Proof

What is it?

The Burden of Proof reminds us that for us to get clients to buy, we need to do everything possible to give them the information and opportunity to do so. The burden is on us as to whether they buy or not.

Why does it work?

Remembering that we need to provide all of the information, opportunity and ease of interaction required to secure a sale drives our behaviour in the right direction.

How can you use it?

If you were the buyer of your product or service, what questions, fears and uncertainties would you face? Can you find all of the information you need on the product, packaging or website? or is it a couple of clicks deep?

Remembering that the burden of proof, the burden of presenting the case to buy what you sell falls to you, you will avoid falling into the trap of being a “victim” and blaming your clients’ lack of understanding or action.

It’s all on you to make the sale.

Hypothetical Example:

A small SaaS company launches a project management tool but fails to include clear pricing, feature breakdowns, or a demo video on their website. When potential buyers visit, they leave without signing up – not because the product isn’t good, but because they don’t have enough information to make a confident decision.

The company then updates its site with:

A clear feature comparison table (vs. competitors).
Case studies and testimonials showing real-world results.
A 5-minute explainer video with a free trial link.

By taking full responsibility for removing friction and answering all questions upfront, sign-ups increase because buyers now feel informed and reassured.

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