People buy for all sorts of reasons.

Some people are logical buyers.

Some people are emotional buyers.

Some people buy out of necessity.

Overwhelmingly, most people buy based on emotions.

Even hyper-analytical people buy out of emotions.

Most people buy based on their emotions and then use their brains to justify their purchases logically.

Think for a moment about your best friend.

Look at the top of their head.

Now, look where their heart is.

Now, look towards their pants pockets.

If your best friend is like most people, they keep their wallet in their pants pockets.

Alternatively, they would keep the wallet in their purse, which would be located towards the bottom half of their torso.

Now think about the person’s brain.

Next, think about the person’s heart.

Which is closer to their wallet?

The brain or the heart?

Most people’s hearts are closer to their wallets.

The quickest way to get a person to open their wallet and buy from you is through their heart.

All the best salespeople in the world know that people buy based on how they feel.

People buy based on two types of emotions.

  • Acquire pleasure
  • Avoid pain

Our chances of success increase when we sell to people based on the emotion one of these two emotions.

Before people exchange money for what you’re selling, they must be convinced emotionally that what they are buying is worth more than the money they are giving up.

Another key factor to keep in mind is that when people buy, they only care about one thing.

They care about themselves and what they are getting from the purchase.

They don’t care about you.

They don’t care about how many years of school you attended to acquire your skills.

They don’t care that your product is 10X better than the competition.

They don’t care that you’ve poured your life savings into your business.

They don’t care that half of all proceeds will be donated to the worthy cause of unicorns who need a horn transplant.

They don’t care that you use organic lamb’s wool spun on a handcrafted spinning wheel that was woven by hand by leprechauns from New Zealand who were hand-picked for their craft by Cleopatra.

When people buy, they only care about one thing.


People that buy have their hearts and minds tuned to the WIIFM channel on the radio.

WIIFM = What’s In It For Me

Wow!!! I can’t believe people are so selfish!

People should be more caring.

People should put others before themselves.

What about the phrase, “Do unto others, as you would have done unto yourself?”

What has humanity come to that they only think about themselves?

Well, we could continue down that path, but it would serve no purpose.

Yes, people probably should adopt a different approach.

Could of, would of, should of is not reality.

Human nature is human nature.

We are going to be much more successful in sales by working with human nature than working against human nature.

Knowing that people buy based on what’s in it for them, it’s our job to sell them goods and services that benefit them.

The first step is to sell something that people want to buy.

Failure to sell what people want to buy is one of the major reasons why businesses fail.

The best way to learn what people want to buy is to ask them.

I’ve known many people who come up with a product or service that they were excited about.

This product or service changed their life.

They saw an opportunity to make money by selling that service or product to other people.

They invested lots of time, money, and effort to launch their service or product.

They did all the right marketing.

Yet when they launch, all they hear is crickets chirping.

Crickets are chirping because nobody cares about the product or service being sold.

This is a backward approach to launch a product or service.

The focus was wrong from the very beginning of the product/service launch.

The focus was on the original lifechanging the business owner had.

The focus wasn’t on the target customers.

The focus didn’t capture what was important to the target customers.

The primary reason why people don’t buy is that it doesn’t benefit them enough to trade their hard-earned cash.

I’ve gone through this process many times.

It’s a miserable experience to pour everything into something and then have nobody care.

The better approach is to gather information from people.

Learn what people’s problems are and then develop a solution that solves the problem.

Here’s another way people sabotage their sales efforts.

They use the wrong language.

They get caught up in their industry jargon and share the great value of their products and services to their target customers.

When business owners do this, they might as well be speaking Greek to their target customers.

Think about this for a moment.

Have you ever been around someone who spoke a different language?

How did it make you feel?

My wife and I went on our honeymoon to the Mayan Riviera in Mexico 19 years ago.

The service was wonderful, and the resort we stayed at was beautiful.

The hotel staff spoke impeccable English.

Occasionally, I overheard some of the staff speaking to each other in their native tongue Spanish.

I instantly felt out of the loop.

I wondered what the person was saying about me and if I was the butt of some joke.

I felt confused.

Without knowing it, the staff made me feel uncomfortable.

They used language that I didn’t understand.

The same thing happens to our customers when we use industry jargon.

When we use industry jargon, we confuse our target customers.

When someone is confused, they will not buy.

It is too painful to be confused that our hearts will never be opened to buying.

You will always be more successful in selling if you communicate in a way that never causes confusion.

We must communicate clearly in a way that makes it easy for people to see why buying from us benefits them.

When we sell to people’s hearts, we speak to their emotions in a way that improves their lives.


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