Practical Sales Training™ > How to connect with your buyer > Newell’s Law
What is Newell’s Law
Newell’s Law states that your ability to explain a buyer’s problem clearly signals your ability to solve it.
In many cases, buyers do not judge expertise by credentials. Instead, they judge it by how accurately you describe what they are experiencing. That matters.
When a buyer thinks “that is exactly my problem”, trust increases quickly. Resistance often drops.
Put simply, clarity creates competence in the buyer’s mind.
This is why the businesses that explain problems best often win the sale.
How it works
This works because buyers are constantly trying to reduce risk.
Often, they cannot fully explain their own problem. However, when a business explains it better than they can, it creates confidence.
The buyer starts to assume you have seen this before. They also assume you understand what causes the issue.
Because of this, they naturally believe you know how to fix it.
This is not proven expertise. It is perceived expertise.
As a result, clear problem explanation becomes a trust signal.
How to use it
If you want to apply Newell’s Law, focus on describing the buyer’s situation before talking about your solution.
This requires understanding real buyer frustrations. Not generic marketing language.
- Describe the problem using customer language
- Highlight hidden frustrations they recognise
- Explain why the issue keeps happening
- Show the cost of leaving it unsolved
Also, be specific rather than broad.
Specific problems create recognition. Recognition creates trust.
This is where authority really begins.
When to use it
This works best when buyers feel uncertain about causes or solutions.
Especially when problems are complex, technical, or expensive to get wrong.
- Consulting services
- Technical solutions
- B2B services
- High trust sales
In these situations, buyers look for understanding before they look at price.
Therefore, problem clarity becomes a competitive advantage.
When NOT to use it
Avoid over explaining simple problems.
Sometimes buyers already understand the issue clearly. In those cases, long explanations can feel unnecessary.
Also avoid sounding diagnostic without offering direction.
Clarity should lead somewhere. Always.
Research
Kidlin’s Law suggests that clearly defining a problem is a major step toward solving it.
In sales psychology, this principle extends further.
Research into trust formation shows people assign competence to those who demonstrate understanding of their situation.
Because of this, accurate problem explanation increases perceived authority.
Perceived authority increases buying confidence.
Example
A cybersecurity firm might say:
“Most companies do not get breached because of advanced attacks. They get breached because basic security gaps remain open due to lack of internal ownership.”
This immediately signals understanding.
Instead of selling security services, they are demonstrating insight. Therefore trust increases.
Insight sells. Features support.
Common mistake
A common mistake is jumping straight to the solution.
Many businesses talk about what they do before showing they understand the problem.
However, buyers trust understanding before capability.
Explain the problem first. Then explain the fix.
Order matters more than most businesses realise.
See also
