Confidence. Certainty. Expertise.

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.


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.

Click here to find out more