Frame your pitch as a way to avoid losing

People have a bias towards loss aversion.

If you want Bob to bet R50 on the outcome of a football match, frame it as a potential win of R50, rather than a potential loss of R50.

Bob’s fear of loss will beat his desire to win.

When you’re selling to your customer, be aware of this.

Explain how your product will help the customer avoid future losses.

Play towards peoples bias towards avoiding losses.