People hate to be sold on anything.
How many times have you heard that? Well, I’m here to tell you it’s a lie. How about this one:
“People hate to be sold, but love to buy”. This statement is a half-truth.
It’s true, people do love to buy things for themselves and as gifts. But I’ll show you that they also love to be sold. In fact everyone loves to be “sold” because when people are being “sold” on something they are following and doing something that gets them closer to what they “want”.
But anyone who starts out in business may believe that “people hate to be sold” is true and make decisions that effect their business based on this misinformation.
On the other side of this coin, there are also a lot of entrepreneurs who hate to sell. They hate being pushy or believe they need to be pushy in order to make sales. That’s also not true. If you’re in this category, then this short post will be like a breath of fresh air to you.
The truth is: Selling is not difficult. If it appeals to people, has value and you’ve made it easy to purchase, people will buy from you. There are some people who will buy your product or service if they have the smallest interest in it just to satisfy their curiosity.
It truly amazes me what people will buy.
There are some people who are compulsive buyers. Make them just about any offer, and they’ll order if they trust you.
But they will only account for 1 out every 10,000 customers.
Selling on the Internet isn’t much different than selling through the mail or television or radio.
You may be really lucky and get as many as 1 in 10 visitors to your web site to order something. If you do, you will be considered one of the top marketers on the net.
The real expert marketer takes that small flame of interest that’s inside your potential customer and fans it until it becomes a burning desire that can only be satisfied when they have purchased your product.
Here’s the real secret behind the psychology of why people buy. People buy products and services emotionally and justify the purchase logically.
People don’t buy insurance, they buy protection against whatever kind of loss is being insured. For many years, I’ve sold investments in retirement plans and college education funds, and again people don’t buy investments. They buy what those investments will do for them, help them retire in dignity and give them financial security, or have the joy of being able to pay for their child’s college and watch them graduate with pride. People buy certain kind of cars, houses, jewelry because of how it makes them feel. And then they justify with some logic why they “needed” whatever they bought.
Understanding and applying this principle in your selling and marketing practices, can help you turn potential customers into actual customers, with very little effort on your part. Potential customers will be drawn to your products and services almost like magic.
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