why people buy
As human beings, it is emotions that drive our behaviour 100% of the time, but as customers we are very good at convincing ourselves that they don’t. Even the old 80/20 rule of 80% emotion and 20% logic that drives our buying behaviour, is an illusion. The 20% of ‘logic’ is still fed by emotional responses firing within our brains, yet we love to convince ourselves that our decisions are rational and based on non-emotive, objective criteria. I suppose it helps us all to sleep better at night to go on believing it.

What actually happens is that we unconsciously cherry-pick the data that will support our ‘logical’ decisions so we can justify the decisions we make. Our ‘primitive’ brains will also chuck out all the data that doesn’t support our so called ‘logical’ decision making, so we convince ourselves that yes in fact, we did need to buy that $500+ brand label handbag/shoes/wallet/shirt. 

Unfortunately though, many companies are letting customers with money to spend and buying on their mind, slip through their fingers at an astonishing rate each and every day due to their traditional, inside-out approach to sales. The majority of sales staff the world over fail to realise that the customer doesn’t care about their product or service as much as they do. They only care about what the product will do for them in terms of enhancing their lives in some way.

Ultimately, we buy products, services or ideas from people we like and people we trust, and our own experiences as consumers reveal the truth of this when we stop and think about key purchasing decisions we have made…or not made.

The best sales people, therefore, don’t try and sell anything. They focus instead on making it easy for the customer to buy. This requires a complete paradigm shift to a customer-centric sales model which is based on the central premise that customer’s only care about one thing…’how is this going to benefit me?’.

If you can’t join the dots for the customer between the benefits your product delivers and the most important needs (both physical & emotional) of an individual customer, then your sales effectiveness will be severely limited.

When a customer can visualise deriving the benefits to their lives post purchase and, critically, when they feel or sense the corresponding emotions that go with these benefits, they typically feel more comfortable to buy in the moment.

It is the critical step of needs discovery before talking about the product, that is make or break in terms of converting an enquiry to a sale. Failing to tap into the personal needs of customers means you can only deliver generic information and responses, which means the customer has to do all the hard work to figure out the ‘what’s in it for me?’

With insight into what the customer wants to achieve, it is far easier to then to present a solution in terms the individual customer can relate to. It is completely irrelevant that the salesperson sees the benefit for the customer with all of their knowledge and expertise if the customer fails to see this for themselves.