Hope of gain people always move from the present (the time you are presenting your idea to take action on something) toward the future ownership of the product, service, or idea. You will hear phrases in their conversation like:

“I can see myself enjoying that . . . That would be really nice . . . I want it now . . . How soon can I have it . . . Everything will be great . . . It will make us more money . . . I can buy that new toy I want.”

These people focus on having new and exciting experiences and taking big risks. Safety and security rate low on their priority list. Having fun and being around positive situations turns them on. Once you paint the dream in their mind of what it is they want, they take action quickly. They like to buy things because they are the newest and greatest styles or products.

Make sure during your presentation to them that you add in a little downside or negative to the end of the presentation. They will unconsciously do this anyway, so you will neutralize their feelings before they let the fear of loss build and postpone making the decision.

Fear of loss people always move away from the present (the time you are presenting your idea to take action on something) toward the past (childhood). This habit causes them to first recall all the problems they have had in the past with making decisions on products, services, or ideas. They then recall the bad feelings they had and associate this with what you have to offer them. Their language is filled with words and phrases like:

“I don’t know what I want . . . I can’t make the decision . . . I’m not sure . . . I will try . . . It won’t work out . . . It will never work for me . . . I need to think about it some more.”

You would notice their home or office looks like it is 20 years in the past. Their cars or clothes are all older styles. They may even seem to live in a world that is 20 years in the past. They fear making decisions so much that it’s easier to hold onto the past things and just repair them. These people are usually harder to motivate because more people try to get them to see the bright side. All they see is the problems.

To get them to make a decision, make their problem or reason for not going ahead much worse. First agree with them that making the decision would be bad for them. Then start to paint a picture of how bad it will really get for them. The more specific and emotional you make this, the faster you can get them to make the decision. They will reach a place where they will say, “It can’t be that bad.” Reassure them it will be worse. They will then begin to move toward their future hope of gain. As you keep talking about the fear of loss, they will be building their own picture of hope of gain in their mind. Finally, when they tell you what it is they want and they seem excited about it, then give in and let them have it. They will think it was their own idea.

You can discover what belief people you want to persuade have by asking them how they made decisions to buy something in the past. This should be something like a house, car, clothes, or sports equipment. Listening to their choice of words and noticing the amount of time it took, along with their relaxed or tense facial expressions, will easily give away their style of decision making.

WARNING! Never try to get anyone to make decisions without first discovering their past decision-making process. You will waste lots of time and energy and you’ll get many angry people and make few friends.