Loss aversion - Sales Glossary - Upnify
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Loss aversion

Refers to the tendency to prefer to avoid a loss rather than gain something. This causes people to act out of the motivation to avoid a loss rather than the attraction of earning a profit.

Loss aversion is the strong tendency to prioritize not losing over gaining. This tendency is understood as a resistance to loss due to the high emotional impact that losing can generate, this generates an emotional activation much greater than that caused by a possible gain (specifically around twice or twice and a Half more).

This concept is used both in economics and psychology, and in your sales you can use it to make your prospects aware of the importance of your product/service to avoid losses.