CRO Success Rule #6
A prospect can never have too much Motivation regarding your Differentiating Value.

We’ve written frequently about Differentiating Value (DV) which is foundational to all successful selling.  The key to DV is translating it into your prospect’s world.  What do they give up in the absence of your DV?  A critical question for sure.

However, usually the consequences of life without your solution aren’t horrible, they are just unknown.  Therefore, when you can translate the consequences of not being your customer into your prospects’ worlds, they can start envisioning their own perceptions of new possibilities.  The more their perceptions become compelling, the more traction your DV has in their decision process.