TOP PROFESIONALS NEVER JUST SELL ON BENEFITS ALONE
True professionals will never just tell prospects what they gain when they buy their product or service. Firstly they will put them in the picture and create an aura of ownership, then will go about gently telling them what they lose if they do not buy.
For years in my sales breakfast talks I would ask a series of questions, questions that most people got wrong, and none of them were trick questions. The one question that most consistently got wrong was when I asked if peoples buying habits based on the ability to make a profit or to avoid a loss.
Around 95% stated the buying motive would be stronger based on the ability to make a profit. Unfortunately I had to inform them that I believed the opposite was true. The buying motive will always be stronger avoiding a loss. I then went on to explain “why” in detail in the following manner.
Say if I knocked on your door at 3 o’clock in the morning suggesting that I had a new fool-poof investment that would make them over $50,000 in the next three months. You’d be quick to reply that it was 3 o’clock in the morning (if you were polite to me) and that it was that important, I could contact you after 9.00 am at your office and we could discuss it then. Meanwhile you have a need to get some sleep.
However, if I knocked on your door at 3 o’clock in the morning and told you I had been working on your accounts and if you didn’t correct a deficiency in the books immediately you would lose $10,000, you would let me in, make a coffee and set about fixing the problem.
Most people fear loss more than they desire gain. Customers want your product or service to enjoy the benefits it provides. They will want it even more when you remind them of what they lose by not buying it.