Brent Adamson

In today’s marketplace, the number one problem companies need to solve in order to increase the likelihood of closing a sale is a lack of customer confidence. Brent Adamson uses his 19+ years of experience and research within B2B and B2C sales to bring you the secret to always closing.

The last three years have created deep, unending uncertainty across industries and the biggest loss isn’t in profits or personnel; it’s a loss of confidence customers experience within themselves. You’ve done your job of instilling confidence in yourself and your product/service, now what you need to do is build the customer’s confidence in themself and their ability to make large-scale decisions on the behalf of their company.

After years of research, Adamson discovered the four significant forces that are eroding and undermining customer confidence.

1. Decision Complexity: While any big decision has some degree of complexity, this only compounds as more and more stakeholders get involved, each with their own competing interests and metrics.

2. Information Overload: Not only are customers being exposed to high quantities of information, but it’s also high quality. This creates friction and confusion and eventually will stall the sale.

3. Implementation Uncertainty: While this is often an after-effect of a sale, implementation uncertainty increases regret and decreases confidence, leading to more problems down the road.

4. Value Opacity: When a value is unclear, or opaque, there is generally a wide gap between the value promise and the value realized by the customer.

More importantly, he figured out how to overcome them. The best sales teams and organizations will use the customer’s lack of confidence to set themselves apart from other teams. This is an opportunity to become a source of confidence creation for your customer and a time to build trust. To do this, you must create frameworks around each point of insecurity. When you solve what they are craving, you give them the ability to believe in themselves and the empowerment to make large-scale decisions for their company.