Three Reasons, Not Five
Give at most three reasons why you; a fourth makes buyers more doubtful, not less.
A set of published experiments found three claims most persuasive when people knew they were being persuaded; it has not been tested in live B2B sales meetings.
Why it works
Up to three claims, each one adds belief. After that, listeners start to feel they are being sold to and become doubtful about all of them.
How to do it
- List all your reasons, then keep the best three.
- Put the strongest first.
- Back only the strongest one with a number or a client example.
- Stop after the third, even if you have more.
- Keep the rest for questions.
What to say
Three reasons: we only do agri, we already know people who have done this job, and we replace free within 90 days.
That's the main three. What matters most to you?
Avoid
Adding one more reason when the buyer looks unsure. Answer their actual doubt with a question instead.
Example
Sneha's proposal to a Coimbatore coconut processor had seven reasons to choose her. She cut it to three. The MD told her later it was the only proposal he had read to the end.
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