Have a good supply of Cautionary Tales
We often talk to our clients about what really motivates customers to buy. Of the different reasons that come up, there are always two themes – to achieve gain and to avoid pain. Of the two, avoiding pain is by far the biggest motivator.
Most of us can think of examples of customers who have either avoided a major problem by buying from us or have missed a great opportunity by delaying. These stories are gold dust to you, and you should dust them down, practice them, and repeat them at every opportunity.
Get your prospects thinking about all the pain that could come their way if they don’t do business with you. They’ll soon become customers
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