Understand Your Buyer > How to Engage > Loss Aversion
What is it?
Loss Aversion is the phenomena whereby we are more motivated by protecting against losses than seeking gains.
Why does it work?
If we place more weight behind protecting what we have, minimising issues and pain, then as sellers we can focus on these areas to better appeal to prospects.
How can you use it?
Tailoring your sales messaging towards protection, safety and continuity more so than gains and growth can help to close more sales and engage clients as you are connecting with their main drivers.
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