#2. Show There’ll Be Winners and Losers

Now it’s time to demonstrate how the change you’ve mentioned from Step #1 will create winners and losers.

To do this, you have to show that:

• Adapting to the change will result in the prospect being a winner - e.g. long-term growth and success
• Failing to do so will result in the prospect being a loser - e.g. stagnating growth or going out of business

Make it clear that winners adopt the services your business provides.