People do not buy things. They buy the usefulness the things provide. They buy what the thing will enable them to do or be. The end result, as it were.
They buy hope.
A man doesn’t buy a car. He buys a set of keys to the open road, quick, reliable transportation to his life’s work, convenience, ease of operation, low cost and upkeep or pride in possession.
He buys sexy, sizzling freedom.
He buys what the car will do for him, because that’s exactly the emotion that makes him want that particular car bad enough to overcome his fears and inhibitions which would otherwise prevent the purchase.
Likewise, a company doesn’t buy a warehouse full of goods. They buy profits, consumer demand, quick turnover, etc.
They buy more money.
A woman doesn’t buy an outfit. She buys style, acceptance and personal satisfaction.
She buys a sexy, sizzling new persona.
People buy what they want. They want what they can use to their advantage.
That means, as a salesperson, your task is to explain the various uses of your product so clearly and so convincingly that it will create wants which will create sales.
To sell a person something which they cannot use to their advantage is not salesmanship.
It’s larceny.
To sell them something, without making it perfectly clear to them how they can use it to their advantage, is not salesmanship.
It’s sales-suicide.
It creates dissatisfied customers who become living, breathing, word of mouthing, blogging, negative advertisements of vast destructive force.
PS – If you’d like to buy some hope, follow this link to some beautiful artwork.
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