As a whole, humans are programmed to avoid loss and danger. Without this basic instinct, the human race would have a difficult time surviving. Subconsciously, humans are constantly watching for cues that might suggest danger or the possibility of experiencing dramatic loss that lead them to flee or evade the problem as quickly as possible.

In fact, our nervous system is fine tuned to make us react quickly when signs of danger or loss present themselves. There are many stories of mothers who have exhibited nearly superhuman strength and lifted whole cars off their babies who were caught underneath. How could this happen? The idea of the loss of their child was so unbearable that the nervous system kicked in to give them the boost they needed to overcome that problem. It made them act in more extraordinary ways than normal to take action immediately.

Obviously, losing money or an opportunity can never be compared with the potential loss of a child, although the same dynamics are at play. A possible loss of money or opportunity can create a sense of urgency. The greater the potential loss, the more the nervous system kicks in to take immediate action. That’s why most financial experts warn that people are risk adverse and shouldn’t watch the stock market. If they do and see their investments drop substantially, they pull their money out instead of waiting for the market to correct itself. This is because the loss triggered a subconscious risk that caused them to take immediate and emotional action, rather than to think the situation out.

This works in the sales arena because if you give your prospect time to think about other options, odds are they’ll either think up more objections or decide to buy from someone else. It may not even be a better t-shirt, just better marketed. If they aren’t given a reason each time they come into contact with your brand as to why they shouldn’t walk away and give it some thought, it can become the most damaging of objections to your sales effort simply because once you are out of sight, it’s guaranteed you are out of mind.

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