Buyers already have too much information. What moves them is pain: the discomfort of staying put and the fear of missing out. Highlight the cost of doing nothing, and they'll act like someone fleeing a fire.
Buyers don't need more info. They need more pain. People aren't stuck in the mud and like, hating what they're doing because they don't have enough information. It's 2025. It's the age of the Internet. Like, people can find out anything. You can go on ChatGPT and you can ask absolutely everything. People are not lacking information. What they're lacking in is pain, and that's why they don't act. So in sales, what we're trying to do is we're trying to uncover the pain of not achieving the solution and the pain that they're currently in right now. And that's not to make them feel bad about themselves. What it is, is to actually start to act right. If you're sitting inside of a burning building, you don't go, oh, what? I feel like maybe I don't want to get burned to death today. That's not really how it works. You act quickly because there's an enormous amount. There's a huge cost of inaction that is extremely prevalent and relevant to you. And you don't want to burn to death. The pain that will cause you is worth doing anything for. People have jumped out of buildings so that they can avoid being burned to death. So it's that they needed more information. They didn't need to know how hot the fire was going to be or how fast it was going to get to them. They just needed to get out because they didn't want to experience that. And so a lot of the time, people have too much information and it causes paralysis. Analysis. You just need to understand the pain of staying where you are and the pain of never achieving your solution. And that is how you drive the urgency to get someone to want to buy something.
