If the customer is unsure, they will not buy. If they do not buy, the money is lost. That is why this is a question many of Prajwal Pant's clients ask him: how do I convince someone who cannot decide?
His answer is simple, and it only looks complicated if you have never been shown it. He works as a business consultant on sales, marketing, management and AI, and he gives the same framework he gives his clients: four steps. He says there is no gatekeeping and no "secret mantra" kept back for paying clients.
Step 1: Understand why they are unsure, which means listening
Most sellers do not listen. We are lost in our own world. Our head is full of our product and what we plan to say, or what is being cooked at home tonight. Meanwhile the customer is talking and nobody is hearing it. Prajwal says our mindset is often: "if he buys, he buys; if not, he doesn't."
Make a rule: 80 percent listening, 20 percent talking.
How to check yourself: you probably have a CCTV camera in your shop or office already. Make it record audio. After every customer conversation, bought or not, watch the recording and ask one question: who was talking, you or the customer? Usually it is you. And a customer who never gets to say what is on their mind stays unsure.
So change the question. Not "how do I convince this person?" but "how do I understand this person?" That is the better question to ask yourself.
Step 2: Explain exactly what happens after they buy
If you have listened and the customer is still unsure, spell out the whole process, step by step, so nothing is left to imagination.
- Selling a product that gets delivered (a fridge, an AC): "After you buy, we deliver within five to six hours. We deliver and unpack it for you. You install and run it. If it breaks within a year, call this number and we repair it at your home, or you bring it here."
- Selling a service (say, home cleaning): "If you take this package, we arrive at this time, we do this and this, it takes this long, we leave at this time, and you pay at these points."
When the next step is clear, the customer feels sure and confident. "Oh, so that's how it works."
Step 3: Show proof
Now the customer wonders: if I buy, will this actually help me? That doubt gets removed with social proof, meaning what other customers got after buying from you.
His distinction is worth keeping: what you say about yourself is marketing. What other people say about you is proof. Show testimonials to your current and prospective customers. Without them, a customer is rarely sure.
His examples. If someone applies to be your video editor and you cannot watch any of their work, how can you hire them? And if a restaurant owner tells you the food is great, you do not simply believe it. If they show you reviews from people who ate there, you will.
A side tip he adds because it matters: when you talk about yourself, say something unflattering first, then the good things. Everyone says good things, so those go unnoticed. When you admit a flaw first, the good things that follow become believable.
Step 4: Give a guarantee
Proof alone may not be enough. If the customer is still unsure, give a guarantee. A satisfaction guarantee on your product or service shows you stand behind it.
His reasoning: if you cannot give any guarantee, your product is not good, and you should stop selling it. If it is good, what is the harm in guaranteeing it?
The guarantee must be something you can actually deliver. Examples he gives:
- A restaurant that delivers food in fifteen minutes can say: "We serve within fifteen minutes, guaranteed."
- A trainer can offer, as an obvious and achievable result, a two to four kilo weight loss guarantee in six weeks. (This is a sample from a trainer's context, not a general promise.)
When all four still do not work
Then the customer has a specific objection in their head. Maybe the price is high, maybe they have to ask their spouse or parents, maybe someone else sells it cheaper. Objection handling is the next level, beyond these fundamentals. Prajwal does not teach it in this video because he has already made a separate, long video on it. He recommends watching that, reading a book on objection handling (he names a Brian Tracy book on closing, available on Daraz), or taking a course.
Summary
- Listen 80 percent, talk 20. Check by reviewing recordings.
- Explain clearly what happens after they buy.
- Show proof from other customers. Others' words are proof; your own are marketing.
- Give a guarantee you can honour. If you cannot, ask why.
Which of these four do you skip most in your business? Write it in the comments.