Practical Sales Training™ > How to connect with your buyer > Belief Equivalence
What is it?
Belief Equivalence is a sales technique where you reframe a product or offer by comparing it to something the buyer already strongly believes in or values. Rather than trying to convince someone from scratch, you simply show them how what you’re offering is equivalent to something they already trust, use or protect.
This works because it piggybacks on an existing belief – reducing resistance and helping the buyer see the logic emotionally and quickly.
A classic example comes from a life insurance salesman. Instead of diving into features or stats, he said:
“If you had a machine in your house that printed £50,000 a year – you’d insure it, wouldn’t you?
Well, you are the money machine. You earn that. This is just insuring you.”
No jargon. No hard sell. Just a shift in how the buyer sees what’s already true.
That’s Belief Equivalence.
How does it work?
Belief Equivalence works by finding a core belief or behaviour that your buyer already agrees with – and then showing how your offer fits perfectly within that belief.
It often sounds like:
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“It’s like X… but for Y.”
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“You wouldn’t do this without X, so why would you do it without Y?”
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“Just like you protect your [thing], this helps protect [your offer].”
Key triggers it taps into:
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Consistency bias: people like to act in line with their past beliefs
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Emotional logic: it feels like the right thing to do because it already matches their values
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Cognitive shortcut: it saves the brain from doing too much new thinking
How can you use it?
To use Belief Equivalence in your sales messaging:
1. Find the belief they already hold
Ask:
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What do they already insure, protect or invest in?
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What do they already value or believe is important?
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What do they already do without hesitation?
Example: They insure their car. They pay into a pension. They value health. They train their team. They avoid risk.
2. Show how your offer is equivalent
Make the link between what they already believe in and what you’re offering.
Examples:
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“You insure your car, your house, your phone… but not your income?”
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“You invest in getting new customers. Why not invest in keeping them?”
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“You train your team to use the tools. But not how to sell with them?”
3. Phrase it simply and visually
Use everyday analogies, not industry jargon.
For example:
“A website without a clear sales message is like a shop with no sign and no staff.”
Or:
“You wouldn’t fly without a parachute. This is your commercial parachute.”
The simpler the comparison, the faster the belief transfers.
See also
