Safety Sells
by Simon Bowen | 16 January 2023 | The Models Method
I want to share some deeper sales psychology with you that will help you sell more successfully - I can it the Three Points Of Focus.
Think about a continuum between uncertainty and certainty. This continuum represents the world your prospects live in and the two extremes of that continuum are two of the three points of focus.
Wherever they are along that continuum is a blend of their perception of uncertainty versus certainty.
The third point of focus is their problem. The thing they want help with that your product or service solves for them. if they don't want your help with something then you have nothing to sell to them.
Wherever they are along that continuum is a blend of their perception of uncertainty versus certainty.
The third point of focus is their problem. The thing they want help with that your product or service solves for them. if they don't want your help with something then you have nothing to sell to them.
So, here's where it gets interesting ...
When people have a problem to solve and they perceive that things are more certain than uncertain, they have a greater sense of safety, a greater willingness to take a risk and buy your solution. Their sense that the world is more certain than uncertain gives them a belief that even if things don't work out perfectly with you, it will be recoverable.
When they perceive greater uncertainty than certainty, they don't feel anywhere near as safe. In more certain times, they may perceived the risk level of buying from you to only be about 2 out of 10 - in an uncertain world that number will increase.
The less safe they feel about the world, the more risk they attach to you.
The way to tackle this is to be intimately informed about where your prospects are on that continuum.
The next thing to do is to sell in a way that is consistent with where they are at.
In times of certainty you can sell to the big promise and offer guarantees and social proof.
In times of uncertainty you MUST offer them safety. When their focus on trying to solve their problem or need is distracted by their fear of an uncertain world, you must offset that fear first.
You must become a source of certainty for them.
You must offer them genuine Buyer Safety - they must feel safer with you than they would with any other alternative ... and that safety MUST show up all the way through your business.
Remember, we all only sell two things - the promise of a high quality outcome and safety.
When people have a problem to solve and they perceive that things are more certain than uncertain, they have a greater sense of safety, a greater willingness to take a risk and buy your solution. Their sense that the world is more certain than uncertain gives them a belief that even if things don't work out perfectly with you, it will be recoverable.
When they perceive greater uncertainty than certainty, they don't feel anywhere near as safe. In more certain times, they may perceived the risk level of buying from you to only be about 2 out of 10 - in an uncertain world that number will increase.
The less safe they feel about the world, the more risk they attach to you.
The way to tackle this is to be intimately informed about where your prospects are on that continuum.
The next thing to do is to sell in a way that is consistent with where they are at.
In times of certainty you can sell to the big promise and offer guarantees and social proof.
In times of uncertainty you MUST offer them safety. When their focus on trying to solve their problem or need is distracted by their fear of an uncertain world, you must offset that fear first.
You must become a source of certainty for them.
You must offer them genuine Buyer Safety - they must feel safer with you than they would with any other alternative ... and that safety MUST show up all the way through your business.
Remember, we all only sell two things - the promise of a high quality outcome and safety.
Go to Our Services page
if you want to know more.
if you want to know more.
ABOUT THE AUTHOR
Simon Bowen
Simon Bowen has created a transformational approach to shaping the thinking of your team and your customers towards your big idea. He is widely valued for his ability to challenge, elevate and accelerate collective thinking – bringing broad groups to clear and practical agreement. He is known for making the complex simple, to both solve and sell a better option.
Related Posts
[Block//Blog Date %F j, Y%+0]
[Block//Category]
[Block//Blog Heading]
[Block//Blog Sub-heading]
CONTACT
support@modelsmethod.com
+61 1300 785 464
PO Box 390, Applecross WA 6953 Australia
+61 1300 785 464
PO Box 390, Applecross WA 6953 Australia
©️ The Models Method 2025