Conviction: The Inner Sale - Why Buyers Commit - Couverture souple

Shaikh, Amer; Shaikh, Dr. Amer

Couverture souple

ISBN 10 : 1919185879 ISBN 13 : 9781919185873

Editeur : Inkspire Publishing, 2026

Synopsis

Why do buyers reject superior offers—and defend inferior decisions with absolute conviction?

The presentation was persuasive. The evidence was strong. The benefits were clear. The buyer appeared interested.

Then nothing happened.

Most sales training assumes that the answer is more persuasion: a stronger pitch, a sharper objection handler, greater urgency or a more forceful close.

Conviction: The Inner Sale reveals why that approach so often fails.

Every meaningful buying decision—especially one involving money, risk, reputation or identity—is ultimately made in private, inside the buyer’s own mind. A salesperson may present the opportunity, but the buyer must construct a decision they can understand, justify and live with.

The buyer closes themselves.

Drawing upon psychology, behavioural science and real-world experience in medicine, innovation, leadership and complex commercial decision-making, Dr. Amer Shaikh explains how genuine conviction forms—and why trying too hard to convince someone can make them more resistant.

Inside, you will discover:

• Why buyers must feel that the decision is genuinely their own
• How pressure and artificial urgency trigger psychological resistance
• Why internally generated reasons are stronger than any sales argument
• How buyers use motivated reasoning to create a coherent decision
• Why meaningful choice strengthens commitment instead of weakening it
• How participation and effort create psychological ownership
• Why commitment begins forming before buyers consciously recognise it
• How purchasing decisions become expressions of identity
• Why clarity, familiarity and structure make ideas feel believable
• How to move a convinced buyer towards action without destroying autonomy
• Why continuing to sell after the decision can reopen doubt

This is not another collection of closing techniques, scripts or manipulative persuasion tactics.

It is a psychology-based framework for ethical influence.

You will learn how to create decision environments in which buyers can think freely, define their own criteria, explore genuine trade-offs, build confidence in their reasoning and move forward without feeling pressured or controlled.

Conviction is written for founders, executives, sales professionals, consultants, advisors, clinicians and leaders responsible for complex, high-value or high-risk decisions. It is particularly relevant to enterprise sales, medical technology, capital equipment, professional services and any situation where a strong value proposition still produces a stalled decision.

The central principle is simple:

People do not buy because you have convinced them.

They buy because they have convinced themselves.

The best sellers therefore stop dominating the conversation. They ask better questions. They protect the buyer’s autonomy. They allow useful effort. They invite meaningful comparison. They provide clarity without control—and know when to become quiet.

When buyers help construct the decision, the decision acquires ownership.

When ownership becomes identity, commitment becomes durable.

When conviction meets a clear path forward, action feels natural.

Stop trying to overpower resistance with more persuasion. Learn how buyers actually develop belief, commitment and certainty.

The best sellers do not persuade harder.

They design better decisions.

Détails de l'édition

• Éditeur: Inkspire Publishing
• Date d'édition: 2026
• Langue: anglais
• ISBN 10: 1919185879
• ISBN 13: 9781919185873
• Reliure: Broché
• Nombre de pages: 79
• Coordonnées du fabricant: Printed by Amazon on behalf of the author; https://www.amazon.fr/hz/contact-us; ; c/o Amazon Media EU S.à.r.l., 38 Avenue John F. Kennedy; Luxembourg; L-1855; Luxembourg