The 3 Beliefs Needed to Sell

(2 min read) Here's why deals close only when buyers believe in these three things

Author

Avi Gandhi
May 27, 2025

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TACTICS

Nicole Burke, creator of Gardenary (who was making over $1 million a year well before she had a million followers), shared a brilliantly elegant marketing strategy with me that I’d like to share with you.

I call it the “Three Beliefs Framework”.

Here’s what she told me:

We have three things we want everybody that touches our brand to believe:

1. To believe in me - like my story, that it's real, that I'm not a fake.

2. To believe in the system that we have at Gardenary - that they work.

3. To believe in themselves.

I think any buyer for any company has to be convinced of those three things: the seller is authentic, the actual product works well, and they can do it.

This is a powerful way to think about your business regardless of what the model is or who your customers are.

If you’re selling a partnership to a brand, you want them to believe that:

  • You’re going to do what you say

  • Your content is going to deliver the results that they want

  • They’re going to be able to get a deal done and work with you smoothly

If you’re selling a product to a customer, you want them to believe that

  • You or your company are legitimately qualified to make that product

  • The product is going to do what you’re saying it’s going to do

  • They are going to be able to use the product based on their current skill level, context, resources, etc.

Let’s look at some examples of how this framework might explain a failure to close:

  • If you’re offering coaching services, setting too low a price could lead to failure in #1 (Belief in You) - your customer may wonder if you’re so cheap because you’re not good.

  • If you’re selling a digital product, setting a no-refunds policy could lead to a failure of #2 (Belief in the Product), as it implies to potential customers that you already know your offer won’t have the benefit you promise.

  • If you’re selling a course, overselling your own expertise or the complexity of the subject matter could lead to a failure of #3, as your customers worry they won’t have the ability to apply your teachings without your involvement.

If you’re having issues closing partnerships or selling your offer, try thinking about why through the lens of this Three Beliefs framework. It might help you identify what your challenge actually is and how you can better address it.

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Written by Avi Gandhi, edited by Melody Song,
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