This week I became aware of a mistake.
One that until now, has limited my whole career.
👉 I was selling prevention, not the cure.
If I told you that developing coach-like leaders could prevent people from leaving your company, chances are it would be a difficult sell.
However, if you had a major retention issue, due to poor managers, the results would be different. The sale would be easier and you’d be willing to pay considerably more.
This small shift, from prevention to cure, makes a big difference.
It’s human nature to think, “it will never happen to me”, so prevention is always a tough sell.
At the right moment, everyone wants a cure.
They want it now and at a premium.
🟥 Don’t sell software testing to prevent major system outages. Sell it to cure the outage you just experienced.
🟥 Don’t sell weight-loss products to prevent weight gain. Sell it to lose the weight you just gained.
🟥 Don’t sell a ring doorbell to prevent a break-in. Sell it to stop the fear of it happening to you.
Next time you have a challenge influencing, reflect on this:
👉 Are you selling prevention or the cure?
I learned this lesson from a surprising book:
The Ad Week Copywriting Handbook.
Writing better leads to better thinking.