The Great Human Motivators

There are two basic motivators of human behaviour; the desire for gain and the fear of loss. Freud called it the "pleasure principle", the fact that we gravitate toward comfort and move away from pain. As these are very powerful motivators figure out a way to use both aspects in any sales conversation. "Wouldn't it be great if you could.... (the positive) unless you are willing to take that kind of risk! (the negative)"