Certainty Scale

Hello friends, today let’s talk about yet another amazing concept called as “Certainty Scale”. 

What is Certainty Scale ?

It is the probability of making someone agree to your point or in business terms it is a probability of closing a particular deal.

Certainty Scale is measured between 1 to 10.

Anything less than 5 is called as “Low action threshold “.

Meaning if the actions or efforts taken to close a deal is less that comes under low action threshold.

In other words easy closure with low actions = Low action threshold.

Anything more than 5 is called “High action threshold “.

Meaning if the actions or efforts taken to close a deal is more than that is a high action threshold .

There are two types of Certainties:

1. Emotional Certainty 

2. Logical Certainty.  

Every person buys anything based on the emotions/feelings backed up by logic.

That is there is some emotions/feelings attached to the product and a logic behind that.

As my mentor says :

“Good brands sell products,but Great brands sell emotions/feelings 

Example, “Cadbury “ who sells emotions during Diwali and Rakshabandhan .

Talking about “ Action Threshold “: it means actions taken to close a deal.

It is based on two parameters:

1. WHY

It is not just about what you present but why you present 

i.e why someone should agree to your point or why someone should buy something from you.

2. REASON

With a strong reason you can give clarity to your client 

i.e a person should find a valid reason to buy what you offer.

Let me explain it to you with a real time example happens with me and how I use  the Certainty Scale and calculate the Action threshold.

There is this dear friend of mine named Aniket .

If I have to describe Aniket on two things  ,those would be, number one  “Choosy about a certain clothing brands” and second 

 is “Food Lover”. Aniket loves to taste different dishes to satisfy his taste buds .

To talk about a Certainty Scale of Aniket on these two things .

It would be :

Clothing brands : 

The Certainty scale is very high .

It is between 8 to 10 

Which means if I try to convince him to buy some other brand, Aniket is a tough nut to crack .

It is very difficult to make him agree that there are some other equally good brands and he must try that out . 

He feels comfortable with the brands that he wears . That means his Emotional Certainty is very high hence I find it difficult to convince him for other brands .

The actions that I need to take is explain him “WHY” he must try other brands with valid “REASON”.

And after taking these actions based on it parameters, if My friend buy clothes of other brands that means I was successful In closing him on this point . 

Where as when it comes to food . 

I can easily convince him to eat at any restaurant I want .

Because his Certainty Scale is very low and I don’t have to take much efforts/actions to buy what I offer.

The same way if I being a customer of Cadbury . And if Cadbury had to measure my Certainty Scale 

My Certainty Scale is less than 5 which is very low . Because whenever there is a festive season like Diwali or Rakshabandhan , I prefer Cadbury . As I can relate to the emotions that they show in their advertisements.

But if someone asks me to buy chocolates of some other brand , my Certainty Scale would be more than 8. 

Likewise, we all can use the Certainty Scale in our business and also our day to day life.

If you are a business person , calculate the Certainty Scale of your clients by using the parameters I have shared and see if you can  close your clients easily that means he is has a less Certainty Scale as there is low action threshold required.

And if you are not a business person,still try to use it to analyse how good you are at cracking any deal.

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