In this episode, Paul explains how loss aversion will influence the customer's decision to buy. Show Notes: Losses loom larger than gains. Therefore, we will focus more on what we give up versus what we gain.  Think of a 401K; you are saving money today for a long-term, future benefit. It's painful to give up that money today.  You place a higher value on what you give up today than what you could potentially gain in the future.  Loss aversion is real, and here is how you overcome it…   Click here to purchase the latest edition of Value-Added Selling! Thanks to our production team at The Creative Impostor Studios! Click here to book a complimentary consultation with Strategist and Producer, Andrea Klunder, to find out how to launch, produce, and grow your company's podcast. *** Thank you for tuning in. Our show is updated weekly with the questions you ask. So, please go to the home page to ask the question that you want answered. Be sure to follow our show in your favorite podcast app and share this episode with a colleague or friend. And most importantly, you know what to do...make it a big day.