Matt Ryder argues that prospects don't need more information to buy. They need to feel the pain of their problem and understand what inaction costs them. Without that urgency, no amount of details will move them.
People don't need more information to buy stuff. They just need to actually feel the pain and understand the consequences of their inaction and the poor decision making that's got them to be in the shitty position that they're in now. If you're broke, it's because you make poor decisions financially. If you're fat, it's because you make poor decisions with your health and fitness. If you're like terrible at sales and you want to be good at sales, you're either brand new, which is fine, or you just haven't done the things required to become good at it. You can become fairly good at anything. It just takes the ability to actually hone in, figure out what's right, what's going wrong, and then like, work through that in, like small stages. And the discipline of doing the small stages, what gets people unstuck. But for prospects, they need to understand the cost of their inaction. If they're sitting there and it was like, the building's on fire, they're not going to like casually go, you know, I need to go away and think about getting out of this place. They understand that the cost of not moving is enormous, and so they keep going. One of the things that sales reps get wrong consistently is that they are constantly doing like a consequence or a negative cost of inaction on not solving the problem. They haven't been solving the problem. That's why they're there talking to you. So that's not going to be good enough. Through the constant inaction of not getting to the outcome that they want, that is how you start to drive real urgency in a prospect. And that's what they need in order to go like, oh, like, I'm never going to get that thing if. Okay, hope that helps.
