Understand Your Buyer > Selling Communication Basics > Confidence. Certainty. Expertise.
What is it?
As buyers, we are looking for three things from the person selling to us. We need to see that they are confident in the delivery of their offering and that they are certain they can solve our problem or meet our need. Finally we need to be reassured that they are the expert – they have the knowledge, contacts and experience to make it all happen – it’s not their first time.
Why does it work?
It works because as buyers we are “in need”. Whether it’s solving a problem, meeting a need or changing something in our world – we are reaching out for “help” and as such we want the person helping us to be capable of doing so.
How can you use it?
When in conversation with a potential client, or in ANY form of communication with them you need to remember the 3 principles of Confidence, Certainty and Expertise – these are the “hidden” elements that are implied in your communications and not explicitly communicated.
Ask yourself if you are Confident, Certain and displaying expertise when you communicate – if you are missing even one element it could drastically change the direction of the conversation.
Hypothetical Example:
A small IT consulting firm pitches to a large company. Their proposal is technically solid, but the delivery is hesitant. They use phrases like “We think this might work” and “We’ll try our best to meet your needs.”
The potential client senses a lack of confidence and certainty, and chooses a competitor whose team confidently states:
“We’ve implemented this exact solution for over 20 clients, and here’s how we’ll deliver your project successfully in the next 30 days.”
The competitor radiated expertise by sharing past results, displaying knowledge, and presenting clear steps. The first company lost the deal—not because of price or ability, but due to missing the 3 hidden elements buyers crave.
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