One of my friends is a business owner. He manufactures a very good product, and his services are really excellent. He goes and meets his prospects and delivers a very well-rehearsed sales presentation. But when it comes to order closing his prospect does not show much interest and he finds that he is not yet ready, and he simply tells that he needs to consider for a little more.
Does this situation sound familiar?
Do you wonder what could be the reason behind this?
Do you really know why people buy?
Unless you know the answer to these questions, you will not be able to communicate effectively and deliver a sales winning product talk to your prospect. And of course, he will not buy.
If you are interested to know whether your sales conversation is addressing your prospect’s real needs or not, go through this article till end.
My name is Rakesh Sharma and I empower the entrepreneurs and salespeople to grow their business and maximize their profits. Today I am going to share with you the secret reasons which are the key drivers of prospects’ buying decisions.
But before I being, I request you to get a notepad and make notes of how you will use the knowledge here for your business. There is no point reading without practicing!
To understand why people buy we need to understand the people. We need to be familiar with there way of life, how do the live, we must be familiar with people’s day to day needs, wants and the things which are affecting their life. We should be able to distinguish between their needs and wants. In other words, I am saying that we should be able to understand the commercial psychology of people.
Salespeople and marketers spend their huge time, energy and money in attracting the potential buyers through sales presentations, sales pitch, and advertisements. Not all of them are successful. There are many reasons due to which sales presentations become a complete disaster and lots of money is wasted in unproductive advertisements. There is only one reason behind this fiasco, and that is, majority of salespeople and advertisers do not understand psychology of selling.
Today I am going to share with you the fundamental desires of human beings which are the key drivers for their buying decision.
Drew Eric Whitman has termed these desires as “The Life Force 8”. These are the biologically ingrained desires of every human being. You cannot separate these desired from any human beings. The life force 8 are listed below-
1. Survival: Survival is the fundamental biological need of all human beings. Everyone wants continuation and extension of their healthy life. Any product or service which helps them in fulfilling this biological need will always be given priority in comparison to anything else. This is the strongest desire of any human being and this continues throughout the life. That is why the medical services and other lifesaving services are given the highest priority by all the prospects.
2. Enjoyment of food and beverages: Taste of food is another important sensual desire of every human being. That is why people want to go to different restaurants and enjoy different type of foods and beverages. Taste of tongue is especially important and one of the key drivers for decision making in selling process. If you as a marketing person can relate your product to fulfillment of this particular need, you will definitely catch the emotions of your prospects.
3. Freedom from fear pain and danger: People want to live a peaceful life. Mental peace is the most important. People do not want to go through the mental and physical agony and do not want to remain in unpredictable situation for long. This is another biological need of human beings.
4. Sexual companionship: This is one of the most basic desire of all human beings across all cultures and all times. People do all kind of things to fulfill the desire of sexual companionship. Advertisers and salespeople must take notice of this fundamental biological desire of human being and accordingly plan their selling and marketing pitch.
5. Comfortable living: All along people have been striving to make their life comfortable and easier. All the new inventions and purchase decisions are for making the life comfortable. Can you relate your product with this fundamental biological need of human beings?
6. To be superior: Human beings have a deep-rooted desire to become better and more, bigger and more affluent than their peers. They want to win over and above others. This is the reason human beings do lots of show off and they buy bigger car than their friends and neighbors.
7. Care and protection of loved ones: This is extraordinarily strong biological desire. All parents are emotionally attached to their children. All human beings are strongly attached to their loved ones. Every human being wants to protect their loved ones. This is one of the fundamental biological desire which drives lots of buying decisions
8. Social approval: Human beings are social animals. They do not want to do anything which is not socially approved. They will only do things which are socially acceptable and socially correct. That is one reason why they want to buy things which have been bought by their colleagues, friends and neighbors. This gives them a sense of social approval. People do not want to go against the decision of majority. Most of the people want to comply to social norms.
In the process of buying, selling and advertising understanding of these ‘life force 8’ desires is especially important. This is why salespeople and advertisers must see whether their product is related to any of this desire. They must analyze if their product is fulfilling any of these desires of target customers. When you create an advertisement, your appeal based on any of the above desires. If you do so, you tap directly into the power of mother nature. You tap into to the very essence of human nature.
All the above desires are programmed biologically into human body and no one can escape from these basic desires. So next time you are creating a sales presentation or writing, an advertisement, ensure that you are addressing some of the 8 fundamental needs. If you do that you will be able to touch upon his basic desires. By doing so, you will increase your chances of subconsciously compelling your prospect to make a buying decision in your favor. People buy because of emotions and justify with logic. You must force an emotional response by touching on a basic want or need.
Friends, my mission is to help more than one lakh business owners and the salespeople to grow their business by providing them quality and affordable business growth tools. You can also become part of this campaign by sharing this article with all your business friends.
Thank you, very much and happy selling!
