It's fun to believe that people buy the goods and services we make merely because they are excited, delighted and eager to engage.
But often, particularly in b2b selling, the call to action is very different. "Get off the tracks! The train is coming…" combined with the rumble, the smoke and the visuals of the train arriving. That's what causes action.
Action means change and change means fear, so of course we shouldn't be surprised that people (and organizations) are often as motivated by the fear of loss as they are by the desire for gain.