"What do we have to lose?"

This is a very good question from a couple of different sales-related perspectives.

First, we can ask this question when we are dealing from a position of strength in a customer relationship. It can help us think through the ramifications of our possible strategies and actions. When the answer to this question is "everything", meaning revenue, margin and future opportunities, it can cause us to formulate and improve our strategy, build stronger relationships, strive to create more value for our customer, and reduce our risk in the account. All of this will help us to strengthen our position and create "competitive immunity".

Second, we can ask this question when we really have no position, or a very weak one, with a prospect. When the answer is "nothing", meaning we have very little downside, it can motivate us to be creative, take more risk and strive to gain a relationship with the customer.

Often, this question comes across as rhetorical. Let's not treat it that way. Instead, let's really dig in to the answer. The more complete and well thought-out our answer, the more effective and appropriate our access, gatekeeper, proposal and procurement strategies will be.