Written by Sean McPheat |
Did you know that every buying decision is an emotional one?
People buy something from you because they either want it or desire it.
Wants and desires are emotional triggers and are much different to a persons needs.
Let me ask you a couple of questions:
How many times in the past have you needed something but never actually purchased it?
Likewise, how many times have you purchased something (i.e a want) but you didn’t actually need it?
Thing is, we buy using emotion first and then we rationalise our decision by bringing needs into the equation.
Let me give you an example of what I am talking about here.
When was the last time you actually needed a bag of fish and chips?
Did you actually say to yourself “I really need these additional 1300 calories of fat and grease?”
Of course you didn’t!
Were there any other alternatives around?
Sure there were.
But maybe you worked hard all week and fancied a treat or you didn’t have the time to cook anything so you went down the chippy!
Well, that’s what I call rationalising the want and turning it into a need!
Let’s take another example – what about that flash car that you have just bought?
Did you actually need it?
Was it the only option available?
Was there going to be any consequences if you did not buy it?
Of course not!
So why did you buy it then?
Well it’s because you wanted it.
A nice car is a status symbol of success and it makes you feel more confident.
It looks good outside your home and when you turn up to clients offices for sales visits and it makes you look kool too and you justified your decision to buy the car for those very reasons.
But you didn’t need it.
You could have got a much cheaper car and it would have satisfied your need for transportation.
But that new sexy, shiny, and head turner of a car that is sitting out there in the car park was bought because you wanted it.
Please remember that buying decisions are emotional decisions and they are then rationalised to persuade your logical mind that you actually need it.
That exactly what you need to do with your prospects as well.
Originally published: 9 February, 2017