Practical Sales Training™ > How to connect with your buyer > The Security Effect
What is it?
The Security Effect is where you can use fear of the unknown to drive clients to buy or engage.
Why does it work?
It works because one of the four main human drivers is that of defending. As primitive beings one of our most vital motivators is that of staying alive and staying safe. By bringing attention to safety, or the lack of, you can trigger this driver.
How can you use it?
If there is a negative downside to not using your product or service, then by alluding to this or asking questions about how a client will “deal with that situation when it arises” can shift focus to safety and security and drive the client towards purchasing.
After all if you don’t take that insurance policy or fit those locks then how would you deal with losing all of your possessions if you were burgled?
Example
A cybersecurity company is selling its threat detection software to small business owners.
“60% of small businesses close within six months of a cyber attack.
What steps have you taken to protect your client data if you’re targeted tomorrow?”
By raising the real threat and questioning the buyer’s current level of protection, the company shifts focus to safety and survival – triggering the “defend” response.
Result:
The buyer starts to worry not about the cost of the software, but the cost of not having it.
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