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Risk and Reward

Anything new, any type of change, always implies risk. It may be as simple as whether to change brands of soup, or as complicated as choosing a supplier for property restoration. As different as those two situations seem, the decision for both comes down to answering one simple question: Is the reward worth the risk?

The key to understanding how people change is understanding that change most often happens only when the risk of doing nothing (leaving things the same) is GREATER than the risk of change.

For restorers trying to sign new customers, it doesn’t matter how great your drying equipment is, or how many certified techs you have on staff, or how many satisfied customers you serve. Until you actually make the sale and deliver on your promise, you’re an unknown. That is, you’re a risk.

So what reward do you offer that makes the risk or doing nothing greater than the risk of change? What pain does your prospect have that you can relieve?

If you find that, understand that and speak to that, you’ll close.

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