Bad news sticks! Always show historical value to remind clients why they chose you
In this brief conversation, Andy Neary explains that buyers tend to remember negative news far longer than positive news. He points out that clients quickly forget past successes—such as a modest 4% growth last year—when presented with a larger increase this year (e.g., 21%). To counteract this bias, he advises producers to present historical performance data, highlighting years of surplus, strong cash flow, or favorable funding arrangements. By reminding clients of the reasons they originally selected the provider, salespeople can reinforce trust and mitigate the impact of any bad news presented in the current period.
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