Why People Buy What They Buy
by Matthieu M.
Whatever your role in the business world, you’re going to have to sell something at one point or another. Whether you are selling your skill set to a potential employer, selling your business’s services to a client, or selling products to customers, the skill of selling is essential. Many books and articles have been written about how to sell effectively, but the most important selling technique lies in the buyer’s decision making process.
What is it that motivates us to buy something? I try to eat as healthy as possible. When I shop for food, I buy a brand of butter that is grass-fed and imported from Ireland. The packaging is simple and straightforward. While there are brands whose packaging is covered in elaborate lists of reasons why their butter is better than that of other brands, I feel like the Irish butter I buy is the best. The reason for this is that the company packages its product in such a way that I feel that the brand’s mission is to produce simple, healthy butter.
Notice my use of the word “feel.” I didn’t analyze the brand’s specifications and production methods to decide whether or not to buy this butter; I could have, but I didn’t. I bought the product because of the company’s mission, not because of the product’s qualifications. When it comes down to final buying decisions, we don’t buy a product based on its features and specifications, we buy a product because it feels like it’s the right choice. A product may have all of the features that we could dream of, but if it doesn’t feel right, we won’t buy it.
So, next time you sell something, try to make your potential client, customer, or employer feel like they should choose you or your product over other choices. Make them feel like you or your company has a mission to accomplish, and make them feel that your mission is theirs. For example, if you’re selling advertising consultation services, don’t start by telling your potential client all of the things your company will do for them, first, emphasize to him/her that your company’s mission is to help all of its clients rise to the top of any competitive market. After he/she understands that that is your mission, you can tell him/her about the services you provide.
Use this method whenever you write business proposals, cover letters, or sales copies; you will see great results.
The inspiration for this article came from a TED talk that I watched several months ago, I encourage you to watch it here: https://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action?language=en
by Matthieu M.
Whatever your role in the business world, you’re going to have to sell something at one point or another. Whether you are selling your skill set to a potential employer, selling your business’s services to a client, or selling products to customers, the skill of selling is essential. Many books and articles have been written about how to sell effectively, but the most important selling technique lies in the buyer’s decision making process.
What is it that motivates us to buy something? I try to eat as healthy as possible. When I shop for food, I buy a brand of butter that is grass-fed and imported from Ireland. The packaging is simple and straightforward. While there are brands whose packaging is covered in elaborate lists of reasons why their butter is better than that of other brands, I feel like the Irish butter I buy is the best. The reason for this is that the company packages its product in such a way that I feel that the brand’s mission is to produce simple, healthy butter.
Notice my use of the word “feel.” I didn’t analyze the brand’s specifications and production methods to decide whether or not to buy this butter; I could have, but I didn’t. I bought the product because of the company’s mission, not because of the product’s qualifications. When it comes down to final buying decisions, we don’t buy a product based on its features and specifications, we buy a product because it feels like it’s the right choice. A product may have all of the features that we could dream of, but if it doesn’t feel right, we won’t buy it.
So, next time you sell something, try to make your potential client, customer, or employer feel like they should choose you or your product over other choices. Make them feel like you or your company has a mission to accomplish, and make them feel that your mission is theirs. For example, if you’re selling advertising consultation services, don’t start by telling your potential client all of the things your company will do for them, first, emphasize to him/her that your company’s mission is to help all of its clients rise to the top of any competitive market. After he/she understands that that is your mission, you can tell him/her about the services you provide.
Use this method whenever you write business proposals, cover letters, or sales copies; you will see great results.
The inspiration for this article came from a TED talk that I watched several months ago, I encourage you to watch it here: https://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action?language=en
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