If your benefits are greater than your cost, your customers are foolish not to buy. But it doesn't always work that way.
Why? Because the 'Old Brain' is skeptical. It needs concrete evidence before it can commit to a decision. This means that rather than 'talking' about the value, you need to 'prove' it. Selling to the 'Old Brain' is a game of gain!!!
Most books written about sales focus on accelerating the buying decision---not 'solidifying' the commitment to buy.
If you present a strong 'Proof of Gain', you do not need to create an 'artificial urgency'. It will be built into your message.
Why would your customer delay a buying decision if you have proven the Gain they will get?
Gain Falls Into 3 Different Categories:
- The Financial Gain or ROI --Return On Investment-is maximized when customer see measurable return on their purchase like saving money or increasing revenue or even boosting profits
- The Strategic Gain includes benefits that are less measurable yet provide significant enhancements to your business such as increased quality, product diversification, shorter market cycles, access to new market, etc. The strategic gain cannot always be translated into financial value.
- The Personal Gain is achieved when specific employees of your customers experience peace of mind, more fun, pride of ownership, improved chances for a promotion, sense of accomplishment, self-satisfaction, etc.
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