Practical Sales Training™ > How To Convert > The Promise Effect

What is it?

The Promise Effect is all about making (and keeping) promises to your clients about the things that matter to them.

Why does it work?

It works because for most buyers there are one or two compelling things that they really need or want. It’s their fear of not getting those things or not being sure of an unknown that can lead them to not buy from you. By promising to deliver XYZ you bridge the gap between the unknowns a buyer is trying to solve and their decision to purchase.

How can you use it?

Find the most compelling thing you can promise to your buyer and make that promise. What is it that your buyers fear or aren’t too sure about? If you can make a promise regarding this area in particular then you will engage and convert more clients as you demonstrate empathy and a commitment to them – you are on their team.

Example:

A home cleaning company understands that potential clients worry about wasting money on poor service or having to clean again after the cleaners leave.

So they make this promise:

“If your home isn’t spotless, we’ll come back and clean it again for free. No questions asked.”

This kind of unambiguous, confidence-boosting promise targets the buyer’s core concern and positions the business as accountable, reliable, and client-focused.

5 Types of guarantee :