[CREATING SALES] Perhaps you are just not certain enough.

I had a minor operation on Monday, and have been recovering all week.

So before I go any further, a big thanks to my All Star team for running the show, whilst I sat on my bottom watching back-to-back Queen of the South on Netflix.

What I wanted to talk about today though - very much linked to the above, is CERTAINTY.

A need for certainty is hard wired into our brains. It's how we were created - and our brains don't like uncertainty because it causes a sense of pain and unrest; whereas certainty illuminates our brain with a fabulous feeling of satisfaction.

Certainty is not really what I felt when I went in for my operation this week... all sorts of irrational thoughts go through your head in these circumstances, no matter how minor the surgery.

But in a nutshell, here’s some of the conversations going on between me, and me.

• Days before the operation… “Will I actually come through the general anaesthetic?”
• All Star Team discussion… “Will I wee myself on the operating table (or worse)!?”
• On arrival at the Surgical Day Unit…. “What time will I have the operation? Are all of these people before me? Will I be done by the time the children come home from school?”
• 2 hours later, still waiting in the Reception area….“Why am I still sat here? Has my operation been cancelled?”
• When signing the forms… “Ooooh, will I be the 1 in 100 people that gets that nerve damage and be paralysed?”
• When still sitting there 4 hours on… “I wonder if my surgeon went out drinking last night and won’t have a steady hand when they chop into me.”
• Being taken to theatre… “Am I going to die?” (yes, that one again!)
• In the operating theatre… “Who are all these people? Why do I need so many? This is a thin bed… am I going to roll off?”
• When they were preparing me for the General Anaesthetic… “Am I going to die?”
• When the General Anaesthetic was being given... “I am not even going to sleep. I'm going to feel everything. I am still awa……”

So many thoughts and feelings going on.

And can you see the pattern - it's all UNCERTAINTY.

With the best will in the world, the staff in the hospital cannot make every single second of your experience a good one. They are busy… keeping you safe… keeping others safe… doing everything they can for the best outcomes. Sadly, that doesn’t always mean that:

• The process is explained well
• Your fears and concerns are eased
• Your questions are all answered
• Your irrational thinking is understood

But when it comes to our health, you *trust* that you are in the best possible hands.

After all, doctors are the most trusted profession in the world.

SADLY, IT’S VERY UNLIKELY THAT YOUR POTENTIAL CUSTOMERS WILL FEEL THE SAME WAY ABOUT YOU.

So when it comes to allaying fears, answering questions, providing suitable responses to objections, showing them the path to their desired outcomes...

...you can’t afford to get that wrong.

The truth of the matter is:

NO ONE BUYS ANYTHING UNLESS THEY ARE CERTAIN.

• Certain of who they are buying from
• Certain of the results they will get
• Certain about the process they go through to get it
• Certain about the price they are paying
• Certain that previous customers were happy

They need to be certain about choosing you.

So what are you doing to create certainty with your customers, in order that they TRUST their decision to buy from you?

In this article (How Can I Generate More Sales?) there’s some important areas for you to consider, and by implementing just one or two, you are going to GREATLY improve your chances of creating more sales.