Most of your customers care more about not losing a dollar than about gaining one. If you can show them how going without your product will make them lose money, and then communicate exactly how much money they will lose, you will have greatly increased the value of your product or service in your customer’s mind.
When Energy Star introduced the fluorescent light bulb, they advertised that their bulb would save $40 over the lifetime of the bulb as compared to an incandescent bulb, and would last 75% longer. Customers pictured the $40 per bulb they were losing multiplied by the 30 bulbs in their house and bought in droves.
Take the time to calculate and communicate the dollars your customers will lose if they don’t do business with you.