29 March 2026
One of the strongest programs in the subconscious mind is risk avoidance.
Many decisions are made not because people want something new, but because they want to avoid risk.
So one effective way to reduce pressure is to show prospects that choosing what we offer actually lowers risk in their lives.
For example:
“When you are trained in presenting, you reduce the risk of delivering a presentation you later regret.”
Would it be helpful to feel more confident every time you present?
“When you use our automatic referral system, you reduce the risk of damaging your credibility when asking for referrals again.”
Would you like referrals without feeling awkward or pushy?
“When you use our retirement process, you reduce the risk of relying solely on the state pension.”
How comfortable are you with depending on just one income source later on?
“When you have additional income from investments, you reduce the risk of having 100 percent of your income coming from one place.”
Would spreading that risk make life feel a little easier?
Less risk feels safer.
Safer decisions feel easier.
About change
When asking someone to change, it helps to first give an example of a change they have already made successfully. This gives them permission
to change again, without embarrassment.
For example:
“Change is not always bad. Most of us were happy to move from old mobile phones to smartphones.”
Once they agree with that, the change we are suggesting feels far more acceptable.
“So if change has worked before, would it make sense to look at one small change here too?”
If you want to maximise your potential and turn your talent into income, email me at bernie@berniedesouza.com. I am happy to schedule a 20-minute coaching call at no cost, where I will give you some direction and one solid closing tip I have used successfully for the last three years.
No charge.
Humour
I like taking risks… just not the ones that involve change, decisions, or effort.
I’m very open to change — as long as everything stays exactly the same.
I tried to reduce stress by avoiding decisions. Now I’m stressed about avoiding decisions.
I asked myself, “What’s the safest option?” My sofa replied, “Sit down.”
I made a risk assessment today. The conclusion was: proceed cautiously… tomorrow.
Until the next time, if you have friends who would like to get these newsletters, please send this link:
http://www.berniedesouza.com/coaching/professionals.aspx
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