When clients feel unsure, it’s totally natural for them to hesitate. Their hesitancy shows they’re still undecided about your services, your expertise as a financial advisor, or your brand and vision. Overcoming this uncertainty is crucial if you want to move them forward. That’s why understanding the key factors that influence people’s buying decisions can significantly help advisors close more often.

So, how do you convince a prospect that your services will genuinely improve their life? How do you cultivate greater trust in your expertise? And how do you more effectively communicate your vision? By understanding how certainty acts as a catalyst, you can transform a prospective client’s hesitancy into decisive action.

In sales, there’s an age-old question: “Can someone ever really know something for sure?” The answer reveals a spectrum of certainty. Some things can be known with absolute assurance, while others remain only partially certain. If you want your prospective clients to make a buying decision, you must guide them up the certainty scale for whichever factor is making them waver—that your services will improve their life, to have more trust in you, to share in your vision. Instilling added confidence in the positive outcome that will come from making a buying decision is how to turn hesitancy into action.

As people become more certain about what they believe, they are more likely to buy. So, certainty is like a magic ingredient that breathes life into belief. That’s why elevating prospects’ attitudes up the certainty scale can prove to be a game-changer in business development.