Guarantee Every Sale by Mastering the Three Tens

Imagine you’re preparing for the most important pitch of your career. Your palms are sweaty as you step on stage—or dial in for the call. You’ve practiced the script a thousand times, but something still feels off. That’s because you haven’t checked your Three Tens. Without them, you’re flying blind.

The Three Tens consist of product certainty, personal trust, and company reputation. Think of them as three pillars holding up every sale. If one pillar wobbles—even by a point or two—the whole structure is at risk. You might have the best idea in the world, but if buyers don’t believe in it, don’t trust you, or question your company, it all comes crashing down.

Two years ago, Emma, a digital marketer, learned this the hard way. She launched a webinar on lead generation and was confident her tools were top notch. Passionate, she presented features after features… yet only two people signed up. After some detective work, she realized her company’s brand was unknown in that sector (a low company-reputation Ten). Worse, she’d never asked attendees to trust her expertise (a personal-trust Ten hovering near five).

So Emma mapped out her Three Tens: product = 9, personal trust = 5, company reputation = 3. Every week she shot short videos on LinkedIn to boost her personal trust. She published guest posts on reputable sites to raise company credibility. Within two months, her company reputation shot to 7, her personal trust to 8—and her next webinar had twenty attendees.

This is the power of the Three Tens: a clear framework to diagnose and fix exactly where you’re losing deals. It doesn’t require magic—just honest rating, consistent follow-through, and targeted actions. With all three Tens above eight, you’ll stand tall before any audience and confidently open your mouth to ask for the sale.

First, you’ll plot those three scores out of ten—product, yourself, and your company—so you know exactly where any weak spots lie. Next, you’ll create small, focused tasks—like gathering testimonials or filming short expertise clips—that map directly back to those low scores. Then, consistently tick off those actions each week, nudging every pillar closer to ten. Before long, you’ll find not just one but all three strengths lined up perfectly, creating the momentum you need to ask for and win every deal.