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How Buyers Make Decisions (Part 1)

Written by: Laura Posey

Article Overview: Have you ever sat across the table from a prospect and wondered what was going through his head? Or perhaps you were creating an ad or marketing campaign and you thought, “Will this really appeal to my buyers?” If so, you’re not alone.

How Buyers Make Decisions (Part 1)

Have you ever sat across the table from a prospect and wondered what was going through his head? Or perhaps you were creating an ad or marketing campaign and you thought, “Will this really appeal to my buyers?” If so, you’re not alone.

Everyone in sales wonders how buyers make decisions and decide to choose you or your competition. In this series of articles, we’ll explore how and why people buy and explain how knowing two key pieces of information about your buyer can turn 20% closing ratios into 80%. ***

The first thing to understand about buying behavior is that it is 100% emotional. Consumers make purchases because they want something but it is not the tangible item they want, it is a feeling of emotional satisfaction.

For example, people don’t buy cars because they want transportation. For many people, a bicycle, bus or motor scooter would do the trick. They choose a car, however, because they want comfort for their commute. Comfort is an emotional response.

Moreover, consumers choose particular cars because they want more emotional satisfaction than just protection from the elements and transportation that doesn’t involve physical exertion. People buy certain brands (and even colors) because they want to feel

o Safe

o Protective of their children

o Cool

o Sporty

o Luxurious

o Practical

o Environmentally friendly

o Young

The list goes on an on.

The secret to being an extraordinarily successful salesperson is to help people identify what emotion they want to satisfy and providing a product or service that does that. It is really that simple.

In the second article of this series, we’ll look at the five basic human motivations. We’ll discover how knowing what motivates your prospect will allow you to give them the emotional satisfaction they are seeking and ask to buy from you.

*** Please note that the information we are sharing in this series of articles is extremely powerful and will allow you to get anyone to do what you want them to do. We implore you to use this information in the spirit in which it is intended, that is, to help people live better lives, NOT just for you to make a sale. Sales Magnetism is based on truth and ethical behavior so please respect that as you read this information. I know that most people reading this are members of the Dancing Elephants’ Herd and think and act this way already, but just in case this gets to someone else, I want to be sure we are all acting with the same good intentions.

Related Articles
  The Nine Types of Art Buyers
  12 Dirty Little Secrets: Why Buyers Don\\\'t Buy
  How Buyers Make Decisions (Part 4)
  Facilitating Buying Decisions: a definition
  Business Brokers - How to Deal With Them As a Buyer?

Article Tags: marketing, motivation, sales, sales tips, small business



Related Forum Posts
Re: Quote of the Day - "The only people witho - Thanks for sharing this Evan, there are some very powerful quotes in there, I particularly like this one:- You are now at a crossroads. This is your opportunity to make the most important decision you will ever make. Forget your past. Who are you now? Who have you decided you really are now? Don't think about who you have been. Who are you now? Who have you decided to become? Make this decision consciously. Make it carefully. Make it powerfully. regards, Mal.
Re: Books for the Entrepreneur - I like "A Whole New Mind" by Daniel Pink, and "Predictably Irrational: The Hidden Forces that Shape our Decisions" by Dan Ariely.
Re: Are You Complying with the FTC? - A lot online marketers will run to Cyprus and other Islands to do their businesses. FTC rule or no rule the Internet is a global thing and still a wild wild west. Buyers should be careful and do due diligent before buying anything online
Patent information - I'm also interested in Part 2. Thanks.
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