Frame the same options in terms of losses in Asia

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Trying to sell something to another company – whether your products, your services, or your ideas – is a ubiquitous part of business. If you are like most sales people, when trying to convince someone to do business with you, you focus on the benefits you can bring them. But think twice before using this strategy in Asia.

Research shows that whereas Westerners find information framed in terms of gains as more appealing, Asians find information framed in terms of losses as more appealing. So if you want to sell something to another company in Asia, tell them what they would LOSE by not working with you, or not buying your product, or not using your services. The idea of losses activates the ingrained fear of missing out (kiasu in Singaporean English), which will make your propositions look much more attractive.


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