It’s all about the Risk!
Sometimes it is so frustrating. You know you have a better product than that which your prospect is currently using. Your price is attractive, your service is outstanding. If the prospect would switch to your solution, you
know they’d be delighted. You’d save them money, smooth out their processes, reduce their inventory and generally make their life simpler.
So, why won’t they switch? Are people really that stupid? Or, is it you? Did you do something to put them off?
While
there are some circumstances where the answers would be yes to the questions above, the most likely answer is something totally different. The reason they won’t switch is likely not their IQ, nor your deodorant. It is the risk!
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Risk is several things. First, it is often the number one issue in the mind of the customer, particularly when the account has no history with your company. That makes it the number one issue to address in the sales
process.
Risk is what the customer perceives it to be. In other words, it’s not anything quantifiable, like the price or delivery of your offer. It’s not objective or tangible. Instead it is much more insidious, lurking underneath almost every conversation between you and your customer. Because risk rises out of fear, risk is often not mentioned. To acknowledge risk is to admit fear. To admit fear is, in many people’s minds, to expose
weaknesses. No one wants to look weak.
Risk is the answer to these two questions:
1. “What happens to the company if they make the wrong decision?”
2. “What happens to the individual who is making the decision, if he/she makes the wrong decision?”
Risk is the combination of the financial, social, emotional, and time costs that the company and the individual
decision-maker will bear as a result of making a mistake.
Here’s how I help people in my seminars understand risk. Two examples. Let’s say that on the way home tonight, your spouse calls you on the cell phone and explains that ... [click here to read the entire article online]
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