Research after research proves these points yet they remain commonplace in business conversations all over the world. Here are some of the most powerful drivers of behaviour change:
1. Too much information kills deals – UK executives have limited attention spans for complex propositions. Research shows they make initial judgements within minutes of a presentation starting. The businesses that succeed keep their value propositions digestible, in story form and engaging. Overcomplicating your approach with too much information creates friction that derails opportunities before they begin. Whatever you think needs to be included, I guarantee you it doesn’t.
2. Loss aversion drives behaviour more than benefits do UK decision-makers (all decision-makers for that matter) are significantly more motivated by avoiding problems and pain than gaining advantages. When you address their risks such as market share erosion, competitive threats, contract loss and regulatory changes, you will generate stronger responses than when you highlight potential benefits. Benefits, gains and legacy are powerful, don’t get me wrong, but nothing is as powerful as loss aversion.
3. Relatable framing accelerates decision-making When UK clients can quickly connect your solution to their existing experience, when they see you are trying to tackle the same issues as them and that you’re explaining things in their language (you do that by checking understanding by the way!) they see value immediately. Making them work hard to understand how your offering fits their world creates unnecessary barriers. The most successful international businesses translate their capabilities into language that UK executives already use – familiarity builds trust, even in words.
These insights come from systematic analysis of hundreds of business interactions both in the UK and abroad and they echo in different ways in different industries. The companies that apply these principles consistently outperform those that rely on approaches that work elsewhere but miss the mark here or worse they apply the same approach to all clients and partners without tailoring.
If you aren’t getting as many deals as you would like in the UK or want to expand further, and convert them into profitable long-term contracts, I’d be happy to discuss how these principles apply to your specific situation. I will pop my free call diary link into the comments because I will have some upcoming capacity to do more of these.