We were discussing a minor procedure that may be in my future.

So I asked what I always ask: “What’s the risk?”

He said, “Zero, in my hands.”

That’s a problem.

First, telling me that a medical procedure, even if routine and non-invasive, has ZERO risk, is simply not true. I could have an adverse reaction to a medication or to the procedure itself.

Second, putting a cherry on top by suggesting he has superpowers above other medical professionals – “in my hands” – is likewise a red flag. I don’t want someone who thinks he’s Batman.

A much better response – one that would have given me confidence in both him and the procedure, instead of leaving me with second thoughts – would have been to say something like, “The risk is extremely low; I’ve done this procedure hundreds of times. Still, with any medical procedure, there is always some risk, such as …”

In any selling situation, it may feel as if promising perfection is the best way to close the deal. But in my experience, that doesn’t put people at ease – it makes them wonder what you’re not saying.

When hiring a professional, whether a doctor or whatever it is you do, people aren’t looking for ironclad guarantees. They are looking for someone they can trust.

Pointing out the potential pitfalls of what you offer – especially ones they may have never even considered – is the surest way to demonstrate you are the real thing.