Losing scares us more than winning excites us.
Remember when you were a kid, trading a toy with a friend?
Until the moment your toy stopped being yours, the trade felt like a great idea.
Then the doubts started.
“What if I lost out on this?”
Nothing changed.
Your client thinks the same way. He doesn't always choose the best offer. He chooses the one that feels safest.
The question isn't what he stands to gain by choosing you. It's whether he feels he has nothing to lose.
Loss Aversion