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My name is Travis Edwards and the owner of one of the fastest-growing personal training brands, called House Of Sweat Inc. I became an entrepreneur at the age of 22 and lacked most of the skills to run a business successfully. The one skill that I desperately needed help with was sales, and it took a while to master this skill. Today, my goal is to shorten your learning curve so you can apply these keys in your business right away.

There are three things you must do to close any sale. It does not matter if you are doing a phone sale, inperson consultation or selling from the stage. If any of these elements are missing, your closing percentage will decrease.

At the heart of any sale, there is a transference of emotion from you to the prospect. The emotion you are transferring is certainty. There are two types of certainty, logical and emotional. I am sure you have heard this a million times, but if the prospect is not emotionally connected with your product or service, they will not buy from you. In other words, people buy for emotional reasons. They have to see themselves using your product or service before they buy it. However, prospects justify their decision with logic. Your product or service has to make logical sense to them; they need to know that it works. It is your responsibility as a salesperson to prove a logical case to them. You must lead with logical certainty to help the prospect get emotionally connected with your product or service.

Well, how do you build the critical element called certainty in your prospect? I want you to understand that you already have a high level of confidence in yourself as well as your product or service, or you would not be in your line of business. I want to think about certainty being rated on a scale of 1 to 10. Because you have confidence in yourself and your service or product, your certainty rating will hopefully be a 10. However, the prospects’ initial rating might be anywhere from 2-4, and your goal is to get them to a 10, which is where you are. Do you see the problem? How do you do that?

Here are the three keys to building a certainty level of 10 or as close as possible.