Three Sales Framings

A great mentor of mine from Sales Engineering taught me that people will buy something one of three reasons:

1. An increase in valueIdeally, a “10x” increase or more so it is a clear improvement over the next best option.
   
   . For example, they now have the ability to visualize all the accidents in the city every day.
2. A reduction in risk. For example, they no longer have to worry that the accounting process will complete in time.
3. A reduction in cost. For example, it is now cheaper to serve the same set of users.

His sublime insight was that when framing a discussion with a potential client, I should always attempt to go in that order. In particular, sales that centered on cost reduction were much more likely to end up in protracted negotations.