Do people buy only on benefits or to avoid loss?

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About this video

The common presumption of sales people is that they sell the benefits and the reasons and the value that their product or service has to offer.

But in this lesson, Nicola Cook, author of The Secrets of Success in Selling, explains that many customers buy, not to gain the benefits, but to avoid the loss.

Video length: 5.32

The Secrets of Success in Selling

12 ways to achieve exceptional results

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About Nicola Cook

Nicola specialises in helping business leaders create accelerated growth and scalability in their sales function.

Originally from a blue-chip background, Nicola held senior sales positions at American Express, Procter & Gamble and Gucci, before switching her focus, initially to a scale – up business where she was part of the management team that successfully scaled and exited, before starting her own consulting firm, Company Shortcuts, in 2004.

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