Use gain/loss framing to explain a fee while preserving transparency and trust.
Marcus M Operations lead at a customer account 1 Acknowledge 2 Reframe 3 Choice The objection 20 sec Customer call Marcus sees the expedited-migration fee during renewal planning and thinks the vendor is charging extra for a problem it created. If the fee is framed only as a charge, loss aversion dominates the conversation. $600 fee under discussion Jul 15 customer launch date
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