🔥 Hot Take: If They Don’t Feel the Threat, They Won’t Move.
In B2B sales, logic doesn’t close deals. Urgency does. And urgency only happens when the threat is real, personal, and impossible to ignore.
🎯 Awareness isn’t enough.
The Priority Sale methodology teaches us that the buyer’s Primitive Brain drives decisions. It’s not convinced by features, data, or even ROI. It reacts to threat. Most sellers identify the problem. But the best sellers make the buyer feel the pain of not solving it.
🛡️ The Primitive Brain is emotional.
It responds to risk, fear, pressure, and survival, not analysis. If your message sounds rational but emotionally flat, it won’t trigger urgency. Reframe the threat so they don’t just understand it, they internalize it. Ask:
· “What happens if this issue isn’t addressed in the next 60 days?”
· “What’s at stake for your team if nothing changes this quarter?”
· “What’s the downstream impact if this keeps slipping?”
The more vivid the risk, the faster the brain reacts.
📢 Surface the hidden cost.
Most threats are underestimated. Your job is to help buyers see the full weight of inaction:
· Lost revenue
· Talent attrition
· Missed targets
· Internal chaos
Use language that reflects real-world impact, not vague risk. “You’re likely losing $40–60K every quarter this drags on.” Now the threat feels real.
🔄 Create contrast.
The Primitive Brain needs contrast to prioritize. Show the gap between where they are and where they could be and what happens if that gap widens.
· “You’re not just behind. You’re falling further behind each month.”
· “This isn’t just a delay. It’s a growing exposure.”
Contrast drives discomfort. Discomfort drives change.
💬 You’re not creating fear. You’re clarifying consequences.
Helping buyers feel the threat isn’t manipulation. It’s leadership. You’re giving them the clarity they need to act decisively and confidently.
💡 Takeaway
If the threat doesn’t feel real, the deal won’t move. Make it tangible. Make it urgent. Make it personal. Because decisions don’t start with logic. They start with feeling the risk of standing still.