And here’s what we know about the “safe” of the human brain, when it comes to making a buying decision: there are only five numbers in the combination; that’s it! The first number is a prospect’s level of certainty about your product; the second number is their level of certainty about you; the third number is their level of certainty about your company; the fourth number addresses their action threshold; and the fifth number addresses their pain threshold. That’s all there is: five basic numbers to crack.
