Selling Pain over Selling Gain - One Easy Way to Flip It

Selling pain is over two times more effective than selling gain. And there's a really easy way to incorporate it. You just have to flip it around. Here are two different examples. First, the bad way your goal is to double conversion rates and you know that's worth a million dollars in total revenue. A better way to position this is by not achieving the conversion rates you know the team can achieve. We're leaving a million dollars and losing that actively every sing that we don't make it a reality. Second example, we want to increase our overall lead generation, presenting an opportunity to grow 50 more leads per month. A much better way to frame this would be to say by not improving our marketing, we're leaving 50 leads on the table every single month and they're likely going to our direct competitors. Imagine how the CFO will go about approving your must have and needed tech. Go about your discovery the exact same way with your prospects. Flip the framing to a negative impact and put some real emphasis on it too so they can feel the cost of not solving this problem and what they're leaving on the table every single month.