Money Secured Is Better Than Money Promised
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February 8, 2012

All animals must eat, and in nature, a predator chooses it’s pray by comparing the amount of energy it would cost to hunt or gather food versus the energy the food will provide once consumed.  If the energy it takes to hunt outweighs the energy provided by the food, then the predator will likely pass on the opportunity.  We should approach our customers with the same type of mentality.  They are the predators, and your product/service is the prey.  But even when everything is in your favor, some prospects still choose to not to bite.  So, what’s the hold back?

Imagine I told you that, “If you make 50 cold calls each week, you will make money”.

Now imagine that I told you, “If you don’t make 50 cold calls each week, you will lose money.”

The above statements take different routes to the same destination.  While the first comes across as positive and inspiring, there are no consequences other than losing something you never had originally.  In this case, the energy required to complete the calls far outweighs the consequences if they’re not completed.  If you don’t complete the task, there’s nothing to lose. 

On the other hand, the second statement creates a level of fear that if the task is not completed, then you will lose something that is yours.  Surprisingly, the second statement generates a greater call to action in the majority of people.

We live in a society that acts more on a fear of losing something than a chance of gaining something, and as humans, our protective instincts go back through the generations. By presenting solutions to prospects in a similar manner, we can create a situation that will cause prospects to bite.  Take the following examples:

Imagine I tell a prospect “My uniform program will promote your company’s image and increase your revenue.” While this sounds great, my prospect will likely be unaffected if they don’t act, so my chances for a sale are slim.

Now, if I tell a prospect, “My uniform program will protect your company’s image, while ensuring you don’t lose any revenue,” then I have instantly made my pitch more personal by creating a fear of loss.  While a subtle change, my chances for a sale are now greatly increased.

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