Читать книгу How To Sell The Way Your Customer Buys - Des Hunt - Страница 8
Оглавление| 2 | People don’t buy things, they buy how it will make them feel |
If you’re thinking of selling using logic, forget it. People aren’t logical creatures; they’re feeling creatures.
We come out of the womb as feeling creatures and stay that way for the rest of our lives.
If human beings were logical we would all be wearing the same clothes, driving the same type of car, choosing partners that were the same, and none of us would drink or smoke.
Emotions and feelings are where it’s at when it comes to knowing what makes people tick.
Logic only makes people think, it’s emotions and feelings which make them act.
Happy
Excited
Jealous
Anxious
Disturbed
Uncomfortable
Lonely
Guilty
Ashamed
Afraid
Frustrated
Uncertain
Hate
Revenge
Hostility
Greed
Patriotism
Love
Sad
Joyous
Suspicious
Bored
Embarrassed
Fear
Envy
Confused
Frightened
The First Law of Human Nature
The first law of human nature is: People will move towards feelings that are pleasurable and move away from feelings that are painful.
When was the last time you climbed the stairs instead of taking the lift?
When was the last time you chose to park your car a good step from the shop, rather than as close as you could get to the door?
When was the last time you sat in the front rows of a lecture theatre when the back rows were empty?
The reason we do things is all about pleasure and pain.
We are fairly clever when it comes to finding the right ‘facts’ to justify our feelings. We are good at making the facts fit our fictions.
To test the theory, simply involve somebody in a political, or religious, or any other discussion that they feel strongly about, and watch them find the ‘facts’ which supports their opinion-feelings.
The head will always find reasons for what the heart wants to do.
My friend the smoker points out people who have lived to a grand old age and who smoked all their lives.
Another way to test the theory is to listen to someone who has paid too much for something justify why they paid so much. We can justify murder if it fits in with our feelings.
People are Happiness-Seeking Creatures
We spend our lives trying to have our wants satisfied.
Almost everything we do and say is to fulfil a want.
Happiness is having our wants satisfied.
It could be said that we are a bunch of wants in constant search of having them satisfied. And when they are satisfied, it gives our lives a sense of meaning and purpose.
Happiness is having our wants satisfied.
♦ Good health
♦ Food
♦ Shelter
♦ Safety
♦ Comfort
♦ Sex
♦ Security
♦ Love
♦ Friendship
♦ Achievement
♦ Acceptance
♦ Predictability
♦ Control
♦ Recognition
♦ Self-fulfilment
PLEASURE
Health
Easy to do
Economical
Convenient
Familiar
Security
In control
Saves time
Reliable
Safe
Loved
Accepted
Relaxed
Independence
Peace of mind
Comfortable
PAIN
Sickness
Hard to do
Expensive
Inconvenient
Unknown
Insecurity
No control
Wastes time
Unreliable
Dangerous
Unloved
Rejected
Disturbed
Dependence
Confusion
Uncomfortable
People are Not Logical
We do things because they feel right, not because they are logical.
Logic is a need, feelings are a want. As a friend of mine said to me not long ago, “I really need to give up smoking. There are a dozen logical reasons why I should give it up, it will eventually kill me is a pretty good logical reason alone, but there is just one thing stopping me, I don’t want to.” A want will win every time over a need.
We make the facts fit anything we want them to fit.
We Make the Facts Fit Our Feelings
We can make the facts fit anything we want them to fit.
FOOD FOR THOUGHT
People only ever buy two things:
The answer to a problem
and
Good feelings
People don’t buy low-fat foods; they buy attractiveness and acceptance.
People don’t buy health care products; they buy well-being and a longer life.
People don’t buy photographs; they buy pleasurable memories.
People don’t buy locks; they buy safety and security.
Nobody has ever made a purely logical decision to buy anything.
People don’t buy microwave ovens; they buy speed and convenience.
People don’t buy designer clothes; they buy recognition and importance.
People don’t buy insurance; they buy peace of mind.
People don’t buy holidays; they buy relaxation and pleasure.
People don’t buy cars; they buy speed, convenience and ego.
People don’t buy cosmetics; they buy youth and beauty.
People don’t buy gifts; they buy love, friendship and approval.
People don’t buy steak; they buy taste and pleasure.
People don’t buy electric drills; they buy fast holes.
People don’t buy things; they buy good feelings.
Feelings are the Hidden Persuaders.
Let’s have a closer look at them in the next chapter.
