How To Sell The Way Your Customer Buys. Des Hunt

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       PAIN

      Sickness

      Hard to do

      Expensive

      Inconvenient

      Unknown

      Insecurity

      No control

      Wastes time

      Unreliable

      Dangerous

      Unloved

      Rejected

      Disturbed

      Dependence

      Confusion

      Uncomfortable

       People are Not Logical

      We do things because they feel right, not because they are logical.

      Logic is a need, feelings are a want. As a friend of mine said to me not long ago, “I really need to give up smoking. There are a dozen logical reasons why I should give it up, it will eventually kill me is a pretty good logical reason alone, but there is just one thing stopping me, I don’t want to.” A want will win every time over a need.

       We make the facts fit anything we want them to fit.

       We Make the Facts Fit Our Feelings

      We can make the facts fit anything we want them to fit.

       FOOD FOR THOUGHT

       People only ever buy two things:

      The answer to a problem

      and

      Good feelings

      People don’t buy low-fat foods; they buy attractiveness and acceptance.

      People don’t buy health care products; they buy well-being and a longer life.

      People don’t buy photographs; they buy pleasurable memories.

      People don’t buy locks; they buy safety and security.

       Nobody has ever made a purely logical decision to buy anything.

      People don’t buy microwave ovens; they buy speed and convenience.

      People don’t buy designer clothes; they buy recognition and importance.

      People don’t buy insurance; they buy peace of mind.

      People don’t buy holidays; they buy relaxation and pleasure.

      People don’t buy cars; they buy speed, convenience and ego.

      People don’t buy cosmetics; they buy youth and beauty.

      People don’t buy gifts; they buy love, friendship and approval.

      People don’t buy steak; they buy taste and pleasure.

      People don’t buy electric drills; they buy fast holes.

      People don’t buy things; they buy good feelings.

      Feelings are the Hidden Persuaders.

      Let’s have a closer look at them in the next chapter.