Together, the sum of all these beliefs, and all the experiences that have contributed to the formation of these beliefs, creates a defined “threshold of certainty” that a prospect must cross over before he or she feels comfortable enough to buy. We call this level of certainty a person’s action threshold, and it comprises the fourth core element of the Straight Line System. By way of definition, we refer to people who are very easy to sell to as having a low action threshold; and we refer to people who are very difficult to sell to as having a high action threshold.
