Understand Your Buyer > How People Work > The Wont Happen To Me Effect

What is it?

Sometimes buyers won’t buy because they don’t believe something will happen to them and they are happy to take the “risk”.

 

Why does it work?

It’s understandable that you might think something is unlikely to happen to you, but as sellers it’s our job to make our buyers aware of the hidden choices and hidden costs that they may face through inaction and lack of preparedness.

 

How can you use it?

You need to get your buyer to see the situation differently and think about it differently. There are 5 main ways to do it:

 

1. Reframe to preparedness
2. Remind the consequences of not being prepared for the thing. (A hidden choice)
3. Compare to other “preparedness” purchases using equivalence
4. Calculate the invisible costs of lack of preparation.
5. Use examples of “people like them” that have bought and why.

 

See also

• The Insurance Effect
• One Step Ahead

 

 

 

 

 

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