Imagine you get a paper cut. It hurts. But it will heal.
Yet, over time it starts to get worse.
The cut becomes infected and painful.
You show it to your friend and he sticks his fingers in it and starts jiggling them around. You cry in agony.
He gets some salt and lemon juice and starts pouring them on the cut to show you that the pain you had isn’t that bad.
You finally go to the doctor because it keeps getting worse. The doctor tells you it’s too late. You’re going to need some major surgery, possible amputation, to keep it from killing you.
What would you do?
Would you say, “Nah. I’ll take my chances and risk my life. It’s still just a paper cut. I’ll get a bandaid.”
Or, would you opt for the expensive surgery?
Most problems you can solve are like a paper cut to your customer. It hurt, but not enough to take any action.
We have to activate the pain. Make them realize how bad it really is. Or how bad it will become if they don’t do something today.
It’s the truth.
Sometimes it’s not easy to say. It’s even more difficult to hear, because it hurts.
You may not like this idea but it’s true.
If you want to sell more, learn to love inflicting pain.