Burden of Proof

Understand Your Buyer > 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.





Like this kind of stuff? Want more?

Buy the book!


84 ways to reach, engage and convert people to buy using psychology, science and common sense.

In the book we cover:

How people work – 18 factors that affect client behaviour.

Selling Communication Basics – 12 ways to communicate more clearly.

How to get attention – 18 ways to stand out and be noticed.

How to engage – 27 ways to engage potential buyers.

How to convert – 10 ways to convert prospects to buyers.

Everything in the book works and is backed by psychology, science, common sense and my own testing.

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