Practical Sales Training™ > How To Convert > The Future Proof Effect
What is it?
The Future Proof Effect is all about assuring potential buyers that what you buy won’t be soon outdated or otherwise obsolete.
Why does it work?
It works because from CDs to DVDs to Minidiscs (remember those!) we are aware that certain things become obsolete and worthless overtime. If your offering is designed to be “future proof” and to last a long time, then it’s an attractive proposition to your buyer. It’s a variation of The Compatibility Effect where I can be assured that your offering will work for me and my current situation/people/tech.
How can you use it?
If your offering doesn’t age and is future proof, then be sure to include this in your messaging. If your offering isn’t currently future proof then what could you do (if anything) to make it future proof?
Example
When Apple launched the M1 MacBooks, they highlighted how their custom silicon chips would support years of software updates, outlast Intel-based machines, and work seamlessly with both new and old apps thanks to Rosetta 2. This positioned the laptops as future proof — a safe long-term investment — easing buyer concerns that their expensive purchase would soon be outdated.
Likewise, Tesla promotes regular over-the-air software updates for its vehicles, meaning buyers aren’t just getting a car — they’re getting a vehicle that keeps improving over time, staying current without needing to buy a new model.
That’s the Future Proof Effect in action: reducing buyer hesitation by showing your product will stand the test of time.
See also
