Humans (and Customers) Crave Certainty

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1. Trust Can be Built Instantaneously Under the Right Circumstances
One of the hardest parts of my cancer journey was telling people. The people closest to me knew and everyone was supportive. But, I was afraid to go completely public with my news. It wasn’t everyone’s business. And the thought of people constantly asking me if I was okay or defining me by my disease was the last thing I wanted. However, despite my secrecy, there were people I opened up to immediately about my experience.

A colleague who revealed he had been caring for his father, who had been recently diagnosed with blood cancer. A young woman and mother who had recently been diagnosed with breast cancer. And an old friend from years back, who had recently lost her husband to the disease.

As I began to diagnose the patterns of my candor, a clear theme emerged. When I felt the other person was clearly in a position to help me, or I was in a position to help them, or there was a strong sense of trust and empathy created through shared experience, opening up felt easy and natural.

In sales, we try to get customers to open up about the most intimate details of their business challenges and their personal motivations for finding solutions to those problems. But customers, wary of our motivations and intentions, keep those insights closely guarded. That is, until they believe we are in a position to help them or clearly empathize with their journey.

Here, the right stories and emotionally connected value israel telegram data statements, delivered with humanity and conviction can work like magic, instantaneously building trust! But that level of authenticity doesn’t come without true caring, knowledge, and practice, which is why only the best sellers are able to wield this incredible power and connect with their customers on that level.


Have you ever experienced the agonizing feeling of waiting for the results of an important blood test, X-ray, ultrasound, or MRI? I have, many times. And still do. The anxiety builds with each passing moment, blocking out rational thoughts as your mind races to contemplate, “what could this thing be?”, “why could it be taking so long?” or “what happens if it comes back positive?” This is our brain’s search for one of the most primal, critical, and satisfying emotions; certainty.

Humans crave certainty. From our days crowding in caves and around campfires, wondering if our village had enough resources to survive the cold winter ahead. Or in our ancestral homes, hoping our leaders had the might to defend us against invaders while we slept. Without certainty, our brains are forced into a frantic search for answers; trying to see our way to a finish line amidst variables we don’t control and knowledge we don’t possess. But when it arrives, a biochemical cocktail of hormones comes with it, making us feel at ease and secure.