Termsheetinator@termsheetinator
Most B2B deals are WON by understanding these:
- Kahneman & Tversky
- Prospect Theory
- Status Quo Bias
- Inertia Effects
IF YOU SELL B2B.. DOUBLE BOOKMARK THIS
Decades of peer reviewed research in behavioral economics show that people are more motivated to avoid losses than to pursue equivalent gains
loss is more powerful than gain
- people over weight what they’re already paying
- they under weight potential gains that require change
- time and effort get treated like fixed taxes
- inefficiency becomes invisible once teams adapt around it
This bias leads people to avoid situations that feel like a loss - even when the rational or outcome is equal or better.
Loss aversion signals (protecting the current state):
- We spend a lot of time on this
- It’s expensive, but it’s already budgeted
- We’ve built the team around this process
- Changing this would be disruptive
These signal perceived loss tied to change - time, money, effort, political capital.
Inertia signals (defaulting to the status quo):
- It’s not ideal, but it works
- That’s just how the process is
- Everyone’s used to it now
- We’ve learned how to work around it
These signal adaptation
Step 1 - listen for adaptation (random examples, find your real signals based on your services)
Any time a prospect describes friction casually, you’ve found it
- Wasted time
- Extra steps
- Manual work
- Senior people doing junior tasks
If it’s described calmly, it’s been normalized
Step 2 - double click until it hurts
You don’t accept abstraction.
You ask: (examples, find your real questions)
- How much time is actually going into that?
- Who’s doing that work?
- What percentage of their week is this?
- What happens if that doesn’t change this quarter?
Step 3 - ask the reallocation question
This is the most important part
“If you won that time back… where would you allocate it instead?”
This forces comparison
Now the prospect tells you:
- what the loss is really worth
- what’s being sacrificed today
- how expensive ‘doing nothing’ actually is
At this point, you’re not selling.. you’re exposing cost
This is where most scopes go wrong... They’re ONLY anchored in gain
- More leads
- More deals
- More volume
- More upside
But the buyer’s motivation lives somewhere else
It lives in:
- time/cash being burned
- attention being diluted
- effort being misallocated
- risk being quietly absorbed
This is why revisions start to lose energy when you run our Process Selling™ systems
Nothing new is being surfaced... Nothing painful is being relieved
Here’s how loss aversion should show up in your scopes:
You don’t start with deliverables
You start with what stops the bleed
- Time reclaimed per week
- Senior bandwidth recovered
- Manual effort eliminated upstream
- Noise removed before it hits the team
Only then do you connect that reclaimed capacity to outcomes
Now something changes psychologically
The buyer stops asking:
“Will this work?”
And starts thinking:
“We’re already paying for the current inefficiency.”
That’s the flip
Loss aversion works in B2B because:
executives defend downside before chasing upside
budgets exist to stop leakage before funding growth
organizations move faster to remove pain than to pursue gain
If you’re not double-clicking on normalized pain,
you’re leaving the real buying motive untouched
If your scopes don’t reflect loss prevention,
they’ll always feel semi-optional
And if your discovery calls don’t surface this,
you’ll keep revising instead of closing
Top closers don’t convince
They reveal what’s already being paid, quietly.. every single day
That’s loss aversion in B2B