Let’s continue this discussion on emotions. There are many, many emotions that affect us in our daily lives at work and at home. These occur spontaneously and sometimes they evolve so quickly that we are not even aware. Before going into these emotions that affect sellers and buyers, it would be good to expand a little more on the principle behind “why people buy.” If we clearly understand this, we can develop the appropriate emotions to sell and create the emotions to influence the prospect to buy. Why do people buy (anything)?
1. People buy because they have a NEED. We hear this all the time, and it would seem totally obvious. The Need is a powerful emotion and motivation for everyone. When there is a need to have a product, the transaction between selling and buying will take place. Think about the last time you had a need for a specific product. That emotion drove you to buy, at a store or online, or wherever the product was available. There may have been some resistance somewhere but not enough to overcome the Need.
2. People buy because they have a PERCEPTION of a NEED. This occurs perhaps more often than we realize and certainly more often than that of an actual need. Have you ever bought something only to realize when you got home that you really did not need it? If you say that has never happened, no one will believe you. We all have experienced this. So, what happened? We seldom need what is being sold to us. How many people wake up in the middle of the night and say they have to buy a ticket and go to Ocean Park in the morning? When there is no apparent or physical need, someone, a salesperson, creates the perception of a need. He pitches his product and at the end of his pitch, you are convinced that you have a need. He has created the most powerful emotion for the buyer, the need. Perceived as it may be, but it is the need.
3. People buy because they do not have a REASON NOT to buy. How many people do things, anything without a reason? Not many. People act because they have a reason to act or do not have a reason not to act. In the same way, a salesperson creates the perception of a need, he also creates reasons to buy. Even more important, he points out that there is no reason not to buy. Think about yourself yesterday, did you have a reason to do what you did? Alternatively, did you not have a reason not to act?
This is not high technology but very basic human behavior. It is not complex and very quickly it is a concept that is easily grasped. If we understand this fundamental concept of buying, we can work on developing the emotions to identify the need, or create the perception of a need, and make sure there is no reason not to buy.
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