Practical Sales Training™ > How To Lose The Sale > Arbitrary Numbers
What is it?
Arbitrary numbers are figures that appear chosen for convenience rather than derived from genuine calculation or evidence.
They often appear as overly neat estimates such as round prices, vague savings claims, or projected outcomes that lack visible reasoning. Statements like “around £10,000 in savings” or “typically improves results by 50 percent” may sound confident, yet they raise quiet scepticism when no supporting logic is apparent.
Buyers are not only listening to what the number says. They are assessing whether it feels considered.
How does it work?
People instinctively judge whether information appears precise or approximate. Specific numbers suggest measurement, analysis, or experience. Rounded figures can feel like placeholders.
When a number appears arbitrary, attention shifts away from the benefit being described and toward questioning its accuracy. The buyer begins to wonder how the figure was reached, whether assumptions were made, or whether the claim has been simplified for persuasion.
This doubt rarely leads to confrontation. Instead, confidence softens. The message feels less grounded, and enthusiasm to proceed declines.
Even strong offers lose impact when the supporting figures feel uncertain.
How can you avoid it?
Show the thinking behind the number
Figures become believable when buyers can understand how they were formed. Explaining inputs, ranges, or assumptions helps numbers feel anchored in reality.
A calculated estimate carries more weight than a convenient approximation.
Use real data wherever possible
Past results, averages drawn from experience, or clearly defined scenarios strengthen credibility. Numbers connected to observable outcomes are easier to trust.
Replace rounding with reasonable precision
Exactness signals care. A figure such as £9,740 suggests calculation, whereas £10,000 can appear symbolic unless supported by explanation.
Precision does not need to be excessive, but it should feel intentional.
Match certainty to evidence
If variation exists, acknowledge it. Presenting ranges or typical outcomes can feel more honest than presenting a single confident figure that cannot be justified.
Transparency often increases confidence rather than reducing it.
Align numbers with buyer context
Figures should relate directly to the buyer’s situation. Generic statistics feel distant, while personalised calculations feel relevant and credible.
Example
Pricing on Amazon is rarely a round number. Their unique “price history” function allows you to see previous prices for products – these Airpods have been
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