Now, in sales, when we talk about certainty, the first thing that pops into people’s minds is certainty about the actual product being sold. In other words, before there’s any chance of a prospect buying a product, they first have to be absolutely certain that the product makes sense to them, insofar as it filling their needs, eliminating any pain they might have, being a good value for the money . . . and so forth. So—the first of the Three Tens is your product.
