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Guest post by: Riley Cardwell Become an Author

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Ever wonder why people buy what they buy?

Why people make the choices in life they do – opting for one person, business or product over another?

Most of us assume that others use logic in making their decisions. But do they really?

Let’s take a look at some very real ways people decide to choose – ways that may surprise you - to learn that both reason and logic are left out of the equation most of the time.

Think of the last time you walked into an event where there were a lot of people that you didn’t know.

What did you do right away? Go to all of the strangers and start introducing yourself? Probably not. If you’re like most, you went directly to the few people in the room you did know and stayed with them. Some people won’t even go to an event unless they have a familiar person to accompany them.

Familiarity is one of the most powerful yearnings human being have. Most people feel far more comfortable in places they do know than in places they don’t. The same goes for products and services.

Big marketers know this rule well. Why do we see and hear a brand name everywhere – on public buses, billboards, TV, radio? To build familiarity.

The more familiar a name or brand, the more ready people are to buy it – even if they know it’s not the very best out there! Make sure people know who you are. The more familiar you are, the more likely they will choose you.


So what if you aren’t as familiar as the “big boys?” What do you do?

Your potential client is reluctant. Fear and hesitation enter the picture. Instead of increasing your attempts to sell, focus on taking the fear out.

How? Asking for only a piece of their business to start enables you to show your stuff. And by all means, be real. People know that small companies and individuals are more flexible, willing to go the extra mile and customize solutions, far more than big companies will.

This is the time to admit your weaknesses rather than trying to hide them in order to appear as appealing as your competition. Tell people you’re small but highly flexible. People love honesty. Honesty wins. Be honest.

How many Rolls Royce automobiles versus Fords do we see on the road? Is it because people really can’t afford them?

Actually, today, more people than ever can. The reason mid-range vehicles are always top-sellers is because people most of the time buy “good enough.” Rarely do people hold out for the very best.

Why? Don’t people always want the best in life? Not really.

People associate the same thing with the very best as with the worst – too many risks. (“If I did own a Rolls Royce, I could never drive it for fear I’d get into an accident.)

Stop trying to be the best. Be good enough. Position yourself as good enough and you’ll minimize the risks and stay in people’s comfort zones.

Ever notice how some think the way to win is to always be first? Want to be remembered? Be last.

The rule of last impressions is a powerful one. Be the last person a potential client sees and they will remember why they chose you.

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