In other words, you must show them the problem and get them to internalize the loss they’re already experiencing by not solving it before they are sufficiently motivated to take action. For example, a doctor might say to a patient, “When I see middle-aged men who are 50 pounds overweight, there are typically lots of contributing factors in their life, like stress, family issues, and unreasonable work obligations. Unfortunately, this combination of health and lifestyle issues sets you up for a much higher risk of a heart attack over the next five years.
” Related Article: To Win More Deals, Lead with Problems Not nigeria cell phone number list Solutions. Here’s Why. Our brains are hardwired to resist change,to the status quo, even if it’s not working. The same goes for our customers. Prime them to understand the larger implications of inaction. If you want to create a sense of urgency in the mind of your customer, win more business, and bow out of opportunities you’re bound to lose faster (just as important!), you need to uncover both the importance and priority of solving your customer’s problem.