What Does It Cost Not To Buy?

Here’s a big secret that makes it easy to sell more of whatever you sell.

Communicate what it will cost your prospects if they don’t buy from you?

What will it cost them in time, money, and effort if they don’t solve their problem using your solution?

Just communicate clearly the cost of not buying from you today, and no “selling tricks” will be required.

What’s that you say? You’re not sure what it will cost them… or even if it will cost them anything at all?

If that’s the case, your problem is not a selling problem. It’s either a value problem or a value clarification problem.

Either way, you now know what to do next.

Please note: I reserve the right to delete comments that are offensive or off-topic.

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2 thoughts on “What Does It Cost Not To Buy?

  1.  Thanks Ray!  Great – short and sweet and true-

    Would you also recommend split testing this approach from an “avoidance of negative” versus an “advantage of a positive”  – I read in some advertising / copywriting classics (can’t remember who said it) but that selling the positive (or gain) often times converts more than avoiding a negative – depending on the market segment and product /service of course. . .  What are your thoughts / experience on testing these 2 approaches?