As a little kid in the late 70s, I thought I knew how to tell if a car was good.
It was all about horsepower. Because horsepower meant speed.
I stared at the speedometer in my dad’s car. It went up to 220. I was convinced the number on the dial was the key to everything.
The higher the number, the better the car. The logic was bulletproof. I was eight years old.
Then I heard something astonishing from a classmate.
Rolls-Royce described their engine output with a single word:
“Adequate.” 🤌
No horsepower figures. No specifications. No comparisons.
Just: enough.
It took me 20 years to understand what they really meant.
👉 We are beyond such concerns.
Their customers didn’t buy a Rolls-Royce to optimize performance. They bought it to never have to think about performance.
And the more I work in sales, the clearer it becomes.
We try to win deals with logic:
- More features
- More data
- Better ROI slides
As if the customer makes their decision the day they finally understand what we offer.
But the best deals don’t close when the customer understands. They close when the customer feels: “I don’t need to worry about this anymore.”
The best deals are decided by the feeling of having landed in the right place.
Specifications reduce uncertainty. The right feeling eliminates it.
👉 What’s your version of “Adequate”?
Here’s where you’ll find out why customers hesitate and how to get them to say yes.
