Recession selling: Benefits are “out” – Risk avoidance is “in”
Change is the only constant in life. All things change all of the time. Especially during and after a recession changes happen fast in life and business.
Thus also in the methods of selling and the reasons for buying are changing.
Selling the perceived benefits
Since ever you have been selling the tangible and intangible benefits successfully.
Every decision from your customer comes with a risk.
In times of prosperity people like to take risks in order to gamble on the good outcome. They are eager to get the gains.
These are the perceived benefits.
Selling the perceived risk avoidance
In times of recession or depression people want to avoid all possible risks.
Risk avoidance is the key for selling during a recession.
Thus instead of selling benefits, you need to sell:
- The risk avoidance that your product or solutions have.
- The losses that could incur when not buying your product or services.
These are the perceived risk that can be avoided.
The decision obstacle: doing nothing
The biggest obstacle to overcome in a recession is the non-decision.
People just avoid taking any decision as they can be held responsible for taking the risk (and get fired).
Thus you need to make sure to present the possible risks threatening enough to make them decide to decide. The risks have to be high enough in favor of your products or solutions.
As Erica Jong said:
~ And the trouble is, if you don’t risk anything, you risk even more. ~
What are the risk avoidances that your products or solutions inherently bring?
In our LEADSExplorer case: missing the most lead opportunities as you don’t know the companies visiting your website.
What are the losses that could incur when they don’t buy your product?
In our case: Higher lead generation and cold calling costs as your leads are already on your website.
How good are your products, services or solutions for avoiding risks?
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