1. Don’t say “buy.” Everyone likes to own, but nobody likes to buy. Buying means you are making a decision. You are spending money and making a commitment. The lizard brain doesn’t like to buy; it likes to own.
Instead, have your customer “invest.” Investments provide returns, they generate profits and earn money. We all like money and profits, right? So, don’t say, “When you buy,” say, “When you invest in our solution.”