Belief is at the root of every buying decision, according to the Inc.com article “What Customers Need the Most: Belief.” Great brands, leaders, salespeople, and more are great only because people believe in them. And customers want to believe in what you offer because it provides certainty in an uncertain world, but you still need to make it easy for them to do so. Here’s how:

1. Believe in yourself, your company and your products. You can’t expect anybody else to believe in your company if you and all other employees don’t believe yourselves. When you believe in the value you provide, you don’t need hype, lies, or pitches to promote your company. You just need to tell the truth.
2. Provide less information. Contrary to what you might think, information doesn’t lead to belief. Belief comes first, then one seeks information that confirms the belief and ignores what contradicts it. Belief comes from experience, and more information just complicates the process. So, forget all the features and functional info, and focus on the one strongest fact about the business or product that will reinforce the customer’s belief.
3. Let your customers be your evangelists. Communicate your belief in the value of your business with your actions and attitudes, and let your customers who have become believers do the talking on your behalf.

Click here to read the article from Inc.com.