One Business Secret That Could Make You Rich, Part 2

In the last article I revealed a simple formula for selling anything to anybody, at any time, in any country, online or offline, even if you HATE to sell!

Do you remember it? I called it “The One Secret”…

THE ONE SECRET:
“98% of all human beings buy products or services emotionally and then justify those purchases logically.” ——————-

Let’s continue…

Let’s take it one step at a time. I’ll provide examples as we move along, as well, to help drive home the more important points. Keep an open mind and try to recognize yourself in the following examples.

We Are Emotional Creatures

We are emotional creatures. We think emotionally, act emotionally and make decisions emotionally. If you ask your spouse why they bought that new coat they will say,

“I need it!”, of course.

But if you ask them what their thought processes were before they made the decision to buy, it will be a surprise to them what little logic actually went into that buying decision!

Let’s take as an example the decision to purchase a new automobile. Now, a large ticket item like that is obviously a very serious financial commitment and should be done with all due diligence!

We’ll start from the very beginning of the buying decision through post-purchase.

A Typical Buying Decision Process

Think about the last car you bought. Do you remember what your thoughts were? Do you remember what you felt when you first started looking for a new car?

Most people will begin to feel somewhere inside like they want a new car, but will express to themselves and others that they need a new car. ‘Need’ is a ‘logical justification’ and ‘want’ is emotional. No one wants to be thought of as ‘emotional’ so they use ‘logical’ words and expressions to describe their purchasing habits.

Just to prove that ‘want’ is an emotional term- did you ever see a child, who is really just a little bundle of “wants”, ever say, “Mommy (or Daddy) I need a new skateboard. My skateboard would cost more to repair than a new one and I would still have an older skateboard that will probably be in need of many future repairs. I’ve completed an entire analysis on the cost effectiveness of a new purchase. Here’s the spreadsheet. Also I completed a matrix of options and features that would be beneficial…”…?

Does that sound like any child you’ve ever been around?

Probably not.

What do children usually say when they want something?

“Mommy (or Daddy) I need a new skateboard! Please, Mommy, buy it for me! I really need it! All my friends have new one’s, why can’t I? I’ll take out the garbage for the next year, promise! Just get it, please!!”

What’s interesting about this one-sided exchange is that:

1) The child wants it- even if they already have a fully functioning skateboard in good repair and;

2) He (or she) is willing to do something they hate, loathe, and detest in order to get it!

When we grow up do we really change any more than the little boy or girl who wants a new skateboard? My opinion is that we don’t change that much.

We still want what we want.

Your customer who wants to purchase some information on home gardening or to learn how to save money on taxes or a number of other “wants” is just like that little boy who wants the skateboard – he just wants it! And he’ll do almost anything to get it, if he wants it bad enough.

He will justify the purchase by saying that it will ’save them money’ or ‘make them money’, etc., but the truth is people will buy things they don’t need just to satisfy a desire that can’t be extinguished any other way. Adults control their emotions a little more than children (at least some do), to be socially acceptable and responsible… but they still want what they want!

And, they will do almost anything (hopefully legally) to get it.

The deepest cravings of the human heart compel people to spend money to satisfy a desire that can’t be extinguished any other way.

… to be continued…