No matter what your business or industry, the simple reality is that if no one buys, you don’t survive. And that makes the question of “why do people buy?” a core issue for every business on the planet.
So think about it for a minute…why do your customers buy? For that matter, why do you buy the things you do?
The simplest explanation is this…people buy products and services because they either help them achieve pleasure or because they help them avoid pain. Its intutitive, its convenient, and it makes sense.
For example, with Tax day in the US just around the corner some people are purchasing professional tax preparation services…which help them avoid the pain of completing their taxes. Others are acquiring software tools that help them to complete their taxes easily…avoiding the pain of pencil and paper computations. Still others are planning to use tax refunds to purchase vacations that will bring them pleasure.
The common element in all of these choices…they alleviate pain or provide pleasure.
But according to David Garfinkle of World Copywriting Institute, the pleaure-pain distinction doesn’t go far enough in helping us to understand why people buy…particularly if we are considering why they buy online or from sales materials that are put into their hands.
David suggests 7 reasons people take action and buy online…
- To Make Money
- To Save Money
- To Save Time
- To Save Effort
- To Improve Health
- To Increase Pleasure
- To Decrease Pain
There is a powerful lesson here for any business, and particularly for online businesses…you need to identify with where your customers are and what motivates them to buy before you can sell them anything.
Here’s how to put this to work in your sales process:
Step One is to understand what they want and need with regard to the 7 buying motivators listed above.
Step Two is to show them you understand their emotional need or desire.
Step Three is to reveal how your product or service will solve their problem.
Step Four is to demonstrate how your solution has helped others by sharing satisfied customer testimonials.
Step Five is to create an offer that they will see as providing them with signficantly more value than the price they are going to pay.
Step Six is to remove as much of the risk as you possibly can so that the choice to buy is easy.
Step Seven is to provide excellent fulfillment so that the customer experience is a positive one.
There you have it…7 reasons why people buy and 7 steps to make the process work…take action today to start reworking your sales processes to take advantage of this powerful approach!
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