The Power of Loss Aversion

Research shows that loss aversion is a powerful motivator. People are 2-3 times more likely to act to avoid a loss than to pursue a gain.

If you frame your solution in terms of what the prospect risks losing—whether it’s market share, employee satisfaction, or revenue—they’ll be more likely to take action. This is critical in strategic sales where decisions take longer and multiple people need convincing.

Hack: Frame your pitch around the cost of inaction to leverage loss aversion.