Alright boys — this is one I need to clean up because I keep seeing people either: 1. never touch consequence because they think it’s “pushy” OR 2. go full fear-mode and try scare someone into buying Both are wrong. And what’s funny is… most of you don’t even need consequence if your discovery is actually solid. Gap confirmation is the bridge. That’s the soft entry into consequence. All you’re really doing is helping them clearly see the difference between where they are now and where they want to be. When that’s done properly, the gravity is already there. Why consequence usually kills the close Here’s the mistake I see over and over: You go through current situation. You uncover the problem. You timeline it. You build the goal. They acknowledge the gap. They’re in a buying pocket. Then right before you present the solution… you dump them into fear. That’s a terrible move. People don’t buy well in fear. They freeze, get defensive, or say yes and regret it once the emotion drops. This is why some deals feel “so in” on the call and then fall apart after. You didn’t lose the sale later — you poisoned the buying state before the pitch. When consequence actually belongs on a call Consequence is not a default tool. It’s a corrective tool. You use it when the prospect is being: - vague - passive - unserious - stuck in the same loop for years - clearly not feeling the weight of their situation If someone gives you a real problem and a real goal, why would you pile fear on top of that? They already know the gravity. But if they’re downplaying it, brushing it off, or intellectually agreeing without emotional buy-in — that’s when consequence earns its place. If you go consequence, it must be specific This is where most reps mess it up. Generic consequence does not land. Especially with strong, Type A prospects. Cheesy questions like: “Where will you be in six months if nothing changes?” Do basically nothing. What lands is specificity tied to their life.

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