Sales Tip of the Day: The Law of Least Effort

By Scott Sambucci | July 24, 2012

Described by Daniel Kahneman in “Thinking, Fast and Slow” –

A general “law of least effort” applies to cognitive as well as physical exertion. The law asserts that if there are several ways of achieving the same goal, people will eventually gravitate to the least demanding course of action. In the economy of action, effort is a cost, and the acquisition of skill is driven by the balance of benefits and costs. Laziness is built deep into our nature.

It’s not you, it’s not your product, it’s not your competition. It’s human nature. Your job is to motivate and sell a clear outcome. Your solution must be exponentially better with a clear picture to your prospect about the long term benefits she’ll receive. This includes accolades, promotions, personal wealth, and savior-like recognition.

If you can’t get there, you can’t earn the sale.