“There is no decision that we can make that doesn't come with some sort of balance or sacrifice.” – Simon Sinek, Born Oct. 9, 1973.
You can play with this well known fact about making decisions. Everyone knows that a decision is ultimately a choice – between a thing you pick, and a thing you give up.
You always lose SOMETHING when you make a decision.
But the question is whether it's something you're better off without.
Now, consider when you are trying to sell someone something. The prospect is wary because they know that this purchase, no matter what it is, is a sacrifice of money.
That money has an easy-to-understand real-world value.
Most sales folks and persuaders might tell you that the primary thing you want to focus on is why what they GET for that sacrifice of money will be so valuable to them.
And sure, that's ok. Do that.
But consider ALSO trying to figure out what ELSE they are sacrificing when they buy besides money. What negative things will your product help them overcome or eliminate?
Can you show them that your product or service will let them sacrifice:
You can even take something they currently like, and position it as a worthy and even beneficial sacrifice to gain something even better.
A classic example of this concept would be “Give up your morning Starbucks only one day per week, and you can afford THIS AMAZING LIFE CHANGING WHATCHAMAFUKK. And it's probably better for your health to cut back on caffeine, anyway!”
<!—- lagniappe Here are a few more detailed ways we can set up the idea of a “sacrifice” we are asking the prospect to make in order to “invest” in their betterment by buying out stuff... They will sacrifice: 1. Future wasted money, time, and effort. Don’t struggle to figure out how to do it yourself only to end up back here later... 2. Present wasted money, time, and effort. Don’t mess around and buy some other option besides this one - I’ll show you why... 3. Fear about the future. No more need to be afraid of what is coming if you buy this now and use it - then you know things will be fine... 4. Worry about the present. End the frustration and struggle now. No more searching for the right choice, this is it. Problem solved... 5. Concern about competitors. No one else is getting an unfair advantage over you! Now you have the edge when you leave this worry behind... 6. Regret over this decision. Everything is guaranteed and proven and vetted and testified to by real people, so lay down that regret, you won’t need it... 7. Feelings of self-doubt over solving this problem. It’s not your fault so lay the blame elsewhere. But first, let’s fix it for good and take this offer now... There are plenty more, but seven is a good start. Hopefully my cheesy exaggerated examples illustrate the point. Sacrifice the bad - let them put their burdens down and pick up something good instead now that their hands are empty. —->