To make it easy for someone to buy from you, you must stabilise the solution that they’re buying. 

Your prospects’ circumstances often have an element of instability, in the context of what you do … that’s why they’re buying. 

Whatever that circumstance might be, a big part of what they’re buying is the insurance policy or stability that a good solution offers them.

Your solution needs to offer that stability. 

In our world of models-based selling, the Genius Model’s job is to provide stability and certainty. 

Your core framework should give them confidence that what you offer will work and it will specifically work for them.

The moment your offer provides that kind of stabilising force, the client already knows there’s something about what you do that’s different from everyone else. 

That difference is stability, certainty and confidence about the results.