The “Fear of Loss” Close Now you’re dealing with something which is very basic, so let me repeat. The fear of loss is greater than the desire for gain. You need to establish in that prospect’s mind the fact that he’s safe in dealing with you, that he won’t lose (either money or “face”) by buying from you, but that he will lose (product benefits) if he doesn’t buy from you. One effective way to do this is to say to the prospect, “Mr. Prospect, you’re going to be concerned about price one time. That’s the day you buy. You’re going to be concerned with quality for the life of the product itself.
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