Marketing Digital

Why do people buy what they buy?

The reason why people buy anything thing is psychological stress, people feel a tension between what you have and what you want. They live in their current reality, but they have in their minds a desired reality that somehow it would be better. People buy something to solve this psychological stress.

The reason why people buy anything thing is psychological stress, people feel a tension between what you have and what you want. They live in their current reality, but they have in their minds a desired reality that somehow it would be better. People buy something to solve this psychological stress.

A person who pays for a business coach he does it because he feels a psychological tension between the business he has and the one he imagines having in the future. They may have a business that is good by many people’s standards, but they feel chained to it.

They feel that it is too hard work and that they are the ones who have to make all the sales. One day they meet at the school gate with some parents who have just spent a long international vacation with the family. Dissatisfaction turns into a psychological tension. This tension drives them to buy something that can help resolve it.

all customers that they have ever bought in your company they have done it to alleviate a psychological tension what they were experiencing. They imagined that life would be better after buying what you had to offer.

Know yourself AND your customers

I’m sure you recognized this in some of your clients, but in many cases, you didn’t. There were many clients who did not tell him much about themselves. They downplayed the reasons they bought from you.

They talked about the features of your product or they focused on things like price or payment terms. They hid the underlying psychological tension from him, but you can be sure he was there.

The more your company understands this tension, the easier it will be make sales. Companies that are clear about the tension they resolve for people create better marketing materials, they charge better prices, have more powerful sales meetings, and offer better products and services. Understanding this tension in your potential customers is important if you want to have success in your business.

Pain, disappointment or dissatisfaction is a form of tension. It is based on something you have that you wish would cease to exist or change. Desire, lust, or longing is a different kind of tension based on something you don’t have but want.

The frustration, anger or rage are tensions based on something not working the way you think it should. All of these emotions are driven by an underlying tension.

Customer concerns workshop

Imagine being able to look at one potential client and see a dashboard glowing above your head that tells you exactly what that tension is. Imagine an accountant who is talking to the business owner and above your head it says, “Feeling 3 out of 10 for business finances caused by cash flow concerns.

feel a 9 out of 10 for passion for the business because they enjoy the work they do.” It would be very easy for the accountant to talk about ways this client could continue to work in the industry while outsourcing their finances to the accounting firm.

Imagine what it would be like for you and your sales team have access to this dashboard for every prospect you talk to. This data would speed up each sale, lead to better marketing campaigns and happier customers. It would allow you to increase your prices and measure the impact of your product.

The marketing Scorecarding is a way to generate hot leads that arrive with these attachments. Instead of seeing people at a superficial level, they will tell you what drives them and give you facts about themselves that reveal exactly why they want to buy something.

You will clearly see the tension they are experiencing and be able to quantify it with numbers and expand on the specific issues they want to address

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