5 Sales Benefits of Negative Impact

There are five sales benefits of building negative impact. So the first one here is it builds more urgency. When you build negative impact, what comes with that is a greater bias for action from your customers. Second, if you're selling bigger deals, it increases your likelihood of having a bigger deal. Okay? With greater negative impact comes larger willingness to pay. Third, you are more likely to gain access to power when you've explored negative impacts, because, like I said, negative ramifications are the language of executives. And when you're building the perception of a larger problem by exploring negative impacts, you're more likely to get on a senior executive's radar. Fourth, and this is a huge one, you are more likely to justify the cost. Right? As you explore negative impact, a lot of those negative ramifications and consequences have financial value, and it's going to help you build a sturdy business case that justifies the spend. And the last thing is, this doesn't just serve you because it helps them appreciate the full magnitude of the problem. It helps them crystallize the problem. It helps them make prioritization decisions in a way that they weren't considering before.