Would you like to write a sales script that communicates the benefits of taking action? Another powerful strategy is to communicate the consequences of not taking action.

Benefits of Action vs. Consequences of Not Taking Action:
Sales Professionals create a sense of URGENCY in the prospects to get them to buy the product or service TODAY. People are hard-wired to seek pleasure and to avoid pain, so these two motivating forces are at the heart of the sales scripts we will be discussing today.

Benefits of Taking Action:
The Sales Professional focuses the prospect’s attention on the many benefits the prospect will receive when the service or product is bought NOW. A Sales Professional selling a membership to a Fitness Center would focus on the benefits of joining the gym TODAY.

In this example, the benefits that the prospect will realize by purchasing the membership and getting started now are:

o Start improving your level of health,
o Feel and look better,
o More energy,
o Increased self-esteem,
o More strength and stamina.

Consequences of NOT Taking Action:
The Consequence of Not Taking Action is one of the most powerful ways to motivate a prospect to buy. The Sales Professional uses the consequences of not taking action to help the prospects become aware of the painful consequences if they do nothing or wait.

The cost of doing nothing is far greater than the cost of solving the problem (pain) with your product or service. Think of a salesperson selling life insurance to a husband who has a wife and two young children. The Life Insurance Sales Professional helps the husband realize that if he were to die suddenly, the wife would have to sell their home, and the children would not be able to attend college which makes clear to the prospect how doing nothing is far more painful than purchasing the life insurance policy.

You, also, can use the Consequences of Not Taking Action in your industry.

Use the Benefits of Taking Action and the Consequences of Not Taking Action to close more sales!

Be sure to read my next Blog Post.
Benefit Sales Scripts, Part 5: The Benefit of the Benefit

Sell with Confidence,

John Kurth
Sales Script Writing Expert