The Key to Persuasion in Sales Is to Help People Feel Safe

A lot of times what it seems like is that people are conflating comfort and familiarity with safety or the right decision. The key is helping them to feel more certain in the decision that they're making. And that's really one of the primary goals of a sales professional, somebody in any kind of a sales role. If you can tip the balance such that the reasonwhy they want to make this change is bigger than the reason why they want to stay the same then you have change.