Truly great salespeople have three distinct skill sets: the ability to educate, the ability to persuade, and the ability to make the client feel comfortable enough to buy. Often, the first two make up the easiest part of the sale. If your product/service is good and you are a confident salesperson, it's relatively easy to persuade a customer they need what you have to offer. However, the customer's personal insecurities often block the sale. They convince themselves that they aren't qualified to make such an important buying decision. Those insecurities often lead them to avoid the risk and abort the purchase. In this episode, we focus on the language and empathy needed to make the customer feel comfortable with making a decision to purchase.