Stop using the F-word of Sales: FAIR

Salespeople often use the word "fair" in their sales process. Guess what? It’s detrimental to long-term trust and relationships. When you use phrases like, “Fair enough,” “I just want what’s fair,” “I feel like the premium is fair,” or “I want what’s fair between us,” it can be manipulative. In the short term, it might help salespeople close a deal, but in the long run, it erodes trust and creates a negative psychological state for the client.

Here's the thing: When you tell a client “fair enough” or “I just feel like it’s a fair deal,” what you really did is accuse them of being unfair. The concept of fairness is fundamental to us as human beings—it’s ingrained in us, and we know what’s fair and what’s not.

I even teach this concept to my seven-year-old. Things aren’t always fair, nor will they ever be. Using the phrase “I just want what’s fair” is very manipulative because, in reality, things will never be perfectly fair. When one party feels they’re being treated unfairly or the price doesn’t justify the value they’re receiving, it can break a deal.

If we don’t articulate the value, the deal will be perceived as unfair. Salespeople often use the word “fair” to manipulate an unfair deal. This phenomenon can be seen through an economic experiment known as the Ultimatum Game, first described by Nobel laureate John Harsanyi in 1961.

Let me break it down for you. In this game, there are two players: the proposer and the responder. The proposer is given a sum of money—say, $100—and is tasked with splitting it with the responder. Once the proposer communicates their decision, the responder may accept or reject the offer. If the responder accepts, the money is split as proposed. If the responder rejects, both parties receive nothing.

At this point, the proposer has two options: offer a fair split (50/50) or offer an unfair split (e.g., 60/40, 70/30, 99/1). The 50/50 split is perceived as fair. The crazy thing is, if the responder perceives the split as fair, the offer is accepted. However, if the split is perceived as unfair (usually past a 30% deviation), the offer is rejected—even if the responder ends up receiving nothing.

It’s wild to think about, right? Why would someone prefer to receive nothing over receiving $30? Isn’t $30 better than $0? But here’s the phenomenon: when the game is presented to large groups, if the proposer does a good job of explaining how they arrived at the split decision, the responder is more likely to accept the offer—even past the 30% threshold.

So, as a salesperson, instead of using the word “fair” to justify a higher premium, articulate the value of your offer. Explain coverages in a way that your client understands and appreciates. If clients understand the need for your services, trust what you say, and perceive the value they’re getting, they’ll view the deal as fair—even if you’re higher in price.

Stop using the F-word in sales, which is “fair.”

If you and your team need help articulating coverages and ensuring clients understand what they’re buying, send me a message with the word “value,” and we’ll connect. I’d love to talk to you about how you can better articulate your value to your clients.