Why Do People Buy?
They don't want products. They want what the products do.
By Dave Donald and Jeremy Burkhardt
In the sales game, a few presuppositions can cloud the real issue. Many salespeople feel they need more information, knowledge and training on how to sell. Sales seminars are filled with research, analysis and field studies that show how various sales techniques affect the outcome of sales situations.
Unfortunately, most of this information is worthless because it doesn't address the most important issue. If you are to become a truly outstanding salesperson, you must possess the answer to the ultimate sales question: Why do people buy?
The fact is, we are constantly focusing on selling, when what we should be doing is determining why our customers buy.
And, more importantly, why they buy from us!
THEY LOVE TO BUY!
People actually love to buy and, frankly, hate to be sold. The most we can hope to do is influence their decisions in our favor.
And yet, the majority of sales books, articles and studies focus on selling, not buying. Let's look at this from a different perspective.
Money is a worthless commodity until it is traded for something we want. The joy of purchasing a new product is often more critical to our happiness than owning the product itself. In fact, the anticipation of making the purchase can be the most fulfilling part of the entire process.
Nowhere is this experience more magnified than in the purchase of home entertainment.
But wait! You still think people are buying product? In fact, that couldn't be further from the truth.
People don't want electronic components. They aren't sitting around fantasizing about the latest black box with the most lights, knobs and buttons.
People buy what these products do, not what they are!
Think about other types of products. People don't buy drill bits; they buy holes. They don't buy insurance; they buy peace of mind. They don't buy makeup; they buy beauty.