Sellers are taught to sell the benefits of their product or solution. While is this good advice and must be done, it’s only part of the story. Research from Nobel Prize winner Daniel Kahneman on decision-making shows that risk aversion is a more powerful emotion. When you combine risk aversion with the benefits of your solution you create a much more powerful message
As you develop your sales messaging, don’t limit yourself to just benefit statements. Make sure your prospect understands their status quo is not sustainable. Check out the video for more information.
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