Avoiding Fear, Uncertainty, and Doubt in Sales with Steve Elwell

Avoiding Fear, Uncertainty, and Doubt in Sales with Steve Elwell

About Steve Elwell

About Steve Elwell’s Work

Key Takeaways – Avoiding Fear, Uncertainty, and Doubt in Sales

Fear, Uncertainty, and Doubt – Definitions and Causes


• Fear, uncertainty, and doubt (FUD) is the game behind the game. FUD emotions will not be openly discussed, but they may kill your sale.

• Fear is an unpleasant emotion caused by the belief that someone or something is dangerous, likely to cause pain or a threat.

• Uncertainty is the state of being uncertain. Also, unpredictability, unreliability, riskiness, chanciness, precariousness, unsureness.

• Doubt is a feeling of uncertainty or lack of conviction – uncertainty. Also, lack of certainty, unsureness, indecision, hesitation, hesitancy, apprehension, suspicion, confusion, insecurity, inhibition, uneasiness.

• Typically, FUD is caused by the mistakes made by the salesperson. Inconsistences in the sales process like miscommunication, unanswered emails, bad grammar or language, poor presentation, inappropriate dress, late to meetings, outdated websites, lack of social proof online like no LinkedIn profile.

• Unforced errors cause FUD. Anything that might make the prospect uncomfortable, potentially causes FUD.

• FUD is hard to overcome once it has been introduced, so it must be avoided.


To Avoid Fear, Uncertainty, and Doubt (FUD) in Sales, Demonstrate the 5 C’s


• Character – display integrity and high morals in business and personal life.

• Competence – show your clients and prospects that you can do your job effectively and efficiently. Become the expert professional that they want to work with.

• Care – pay attention to the project, show your customer that their project is important to you.

• Communication – Have your written and verbal correspondence on-point and on-time.

• Connection – build a relationship, a bond with your prospective client. Get on their wavelength and empathize with your prospect.
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