Why do potential decision makers buy!

I get so wrapped up in the technology that I often forget basic sales strategies and techniques.  Most of the time it’s not about knowing everything that your technology does, but rather, how your potential client thinks and what’s going to motivate them to purchase.

Three things according to Dan Lok that makes sense:



  1. People buy because of emotion and they justify with logic.  It is so very important when positioning a product to push emotional hot buttons.  Why does this person care?  Are they really going to buy a spreadsheet with cost justifications and nothing else?  Dan uses the analogy when he buys a really nice suit the feeling that he gets.  It’s true, when I’ve decided to buy a car or a house it’s such an emotional pursuit.  Such an emotional vision.  You want a nice car or a nice house because it makes you feel better.  Then you justify it with logic like a house will make a great tax write off or it will be so useful for the family and entertaining guests.  Or, I’m a mobile worker, I work out of my car constantly, so it better be nice!
  1. People don’t buy their way into something, they buy their way out of something.  This makes perfect sense in my business, especially if I’m selling cyber-security.  A potential client wants to buy safety, security, and a way out of the potential pains of a data breach.  They want to buy their way of the problems they have or they could potentially have.  He goes on to say that the amount of money you make is in direct proportion to how much you understand the pains of decision makers in your industry.
  1. People don’t buy products and services, they buy stories.  So true!  When you add a story to an item attached to a brand or logo it becomes so much more valuable and brilliant.  So, tell great stories, and inject them into everything you do.  Customer stories are great, but give detail, make them entertaining, and make them memorable.  If you keep them captivated and they associate your intriguing story with a product or service you are selling they will buy.  Facts tell and stories sell.

Tony Bilby