Why People Buy

Understanding why people buy can help you sell more.

By the end of this course you’ll …

• be able to identify the difference between customer needs and wants;
• know how emotions play a big role in your customer’s decision making process;
• understand how linking your products benefits to your customers emotional reasons for wanting it builds value and helps you close.

Needs Wants and Why People Buy

Needs Wants and Why People Buy

Watch the following presentation and discover:

• …how to find out what your customer wants;
• …how knowing what they want can increase the value of your product and the likelihood they’ll buy it from you.

Watch the Following

Inspector Clusale

Inspector Clusale

Activity

Ok, it’s time to get your magnifying glass out and do some detective work. Imagine you’re Inspector Clusale and you need to get to the bottom of your customer’s needs and wants. You found out that her need is pain in her elbow and her emotional reason for wanting to relieve the pain is that she misses playing tennis with her friends.

Be Curious

How many open ended questions can you come up with to better understand her elbow pain. (for example: which elbow is causing you pain?) Now, do the same for her emotional want. Get these to your supervisor! 

How Emotional Needs Lead to Tremendous Value and Sales

Emotional Needs

Read the following article and discover:

• … how emotional needs impact perceived value;
• … why emotions lead to consumer action;

Read the Article Here

Be the Customer

Activity

Many times it helps to move to the “other side of the counter” and remember what it’s like to be the customer.  Think back to a recent purchase you made where your decision was largely based on emotional or illogical factors.

Why do you think emotional needs played such an important role in the decision?

If you had made the decision purely based on logic how would things have turned out differently?

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