The Cost of “Yes” vs. The Cost of “No”

We spend a ton of time helping our participants make the most persuasive argument possible, and are constantly hearing presentations seeking approvals, alignment, or resource requests. All are important. No matter what our role is within our company, we need to be good at making compelling, persuasive, and influential message plans.

One of my favorite ways of framing a choice is to, of course, detail what the idea will cost. “If you say ‘yes’ to this idea, it will cost you ‘x’ and it will generate ‘y’. That’s an essential part of the argument. But is not the ONLY part of the argument. Because ideal framing also includes what the cost of “no” will be. There is a cost to saying “yes” to the idea. There is also a cost to saying “no” to the idea. And when you can reliably compare the two, you are framing it in a complete way.

In other words, make sure you are giving a realistic view of what the opportunity could mean, but also make sure to spend some time showing the cost of what NOT taking advantage could mean. Make sure to demonstrate the market share that would be created by saying “yes,”, but also the cost to market share by saying “no.” Make a business case for either choice.

Be the person who can show the full spectrum of the idea.

Be the person who can argue either side of the discussion.

Be the person who frames the complete story.

Good luck, and have a great day.