We all buy stuff all the time. Some things are habitual buys and others are more impulsive and spontaneous but they are linked by the same driver DESIRE!
A product doesn’t have to be sexy for us to desire it, we just have to directly link it to a need, goal or problem we have and it becomes desirable. Take rubbish bins for example, not sexy but desirable! The more needs something meets and problems it solves the more desirable it becomes.
People don’t always know what they want to buy but they always know the problems and needs they have. I see many examples of sales and marketing material that is too self-promoting, banging on about the company’s products and processes and not the buyer’s needs and goals. Continue reading →
There is an element of fear in every sale for the buyer. You know what it is like; remember when you booked a holiday or bought a new laptop?
We ask ourselves…
Have I got the best deal?
Is this exactly what I need and want?
Will it last?
Is the quality assured?
Can I get it cheaper or better somewhere else?
Have I paid more than other people?
At some point we have all paid too much or bought the wrong thing. It is this memory that makes us apprehensive every time we buy. If we notice these little niggling doubts in ourselves, we can better understand the fear all buyers have.