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Emotional Sales Buying Decisions

selling to an emotional want not a need

All sales buying decisions are uniquely personal and emotional in their nature regardless of the fact the a person or team maybe buying on behalf of a company This is important because people purchase based on their own personal and emotional wants.

They don't always purchase what they need or what would meet a apparent need

So are you selling to a need that your product fills, or are you selling to a want that your prospect has? Many sellers make the mistake of selling to a need.

They think,"he needs this, once I show him how it fits his need, he'll have to purchase it".

I have heard many sales people tell a prospect that they want to have a meeting to "sit down and discuss their needs".


People purchase their wants....And needs and wants don't always match.

But sometimes needs and wants are matched or rationalized in the mind of the prospect.

You Rationalize Your Wants to Meet Your Needs

Ever eat a Mars Bar? I have. Many, Now when did I ever need a Mars bar?

It has almost zero nutritional value. It does have caloric content. And if I am starving, and there is nothing else around, I'll eat one (notice the rationalization here?). Or to be more honest, I'll eat one occasionally if I want one because it tastes good to me. But really now, who needs a Mars bar?

How about a water delivery service for the office? You know, spring water in a plastic bottle served by plastic cups. What motivates this purchase?

Virtually anyone who works in any city in the UK has city water service running out of one or more taps in their office.

People don't need their water in bottles. They already have water flowing from their taps! Yet water delivery services have flourished in the last 15-20 years.

It started out with the Evian craze in the 80s. It became trendy among the aerobics workout types. Then people started getting afraid of their water. What's in that tap water? I am not so sure, so give me the bottled stuff.

Now people have it delivered to their offices, buy bottled water from supermarkets. All this because we want it. Bottled water often tastes better is convenient to carry, and makes us look a little more hip.

So we want it. And we are willing to spend money for it.

And we justify, or rationalize, our decision to buy that bottled water with the promised health benefits, or the purity of its source, or the integrity of the brand name. But as far as needing it, well you can walk over to any tap right and get the water you need for sustenance. The bottled water you have because you want it.

Practically all buying decisions are first personally emotional, and then rationalized to convince our logical mind that we needed it.



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