Sales Influence Moment #20: Selling Pain over Gain


In sales we’re taught to emphasize the benefits of our product or service. But studies have show that people will, more often than not, respond to PAIN than they do gain.

Note: I’m not suggesting you beat your clients into submission…that’s illegal 🙂

Making the client aware of the downside of inaction can have more influence than a persuasive argument. Here’s what I mean:

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