Pain Is Greater Than Cost
People don’t buy products – they buy solutions.
When the pain is greater than the cost, the decision is easy.
Pain > Cost
This is the first principle of value-based selling. Before anyone cares about impact or results, they need to feel the pain of the current situation.
A client’s team wastes three hours every week chasing brand assets. Different versions of the logo scattered across Dropbox, Google Drive and people’s desktops. Every proposal becomes a treasure hunt. That’s 150+ hours a year. The pain is tangible, measurable and expensive.
The solution? Organised brand guidelines and a central asset library. Cost: a fraction of the wasted time. The pain makes the cost irrelevant.
Another client loses deals because their outdated website signals they’re behind the times. Prospects visit, see a site from 2015 and assume the business is equally outdated. Every lost deal reinforces the pain. The cost of a new website becomes trivial compared to the ongoing revenue loss.
This is why discovery conversations matter. You’re not hunting for budget—you’re uncovering pain. The more clearly you help someone see and quantify their pain, the less they focus on your cost.
Make their life easier and they won’t think twice.
Daniel Borg
Creative Director
psyborg® was founded by Daniel Borg, an Honours Graduate in Design from the University of Newcastle, NSW, Australia. Daniel also has an Associate Diploma in Industrial Engineering and has experience from within the Engineering & Advertising Industries.
Daniel has completed over 2800 design projects consisting of branding, content marketing, digital marketing, illustration, web design, and printed projects since psyborg® was first founded. psyborg® is located in Lake Macquarie, Newcastle but services business Nation wide.
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