How To Sell Anything Session 1: The Law Of Emotion

Selling the unsellable.

Can you imagine a more difficult marketing task than selling a product which on the surface appears to make little impact on people's lives but at the same time comes with a huge price tag  (I can see beads of sweat forming on foreheads). It might seem like trying to move mount Everest with a finger but many companies have succeeded.

Maslow constructedAnything can be sold if you find people's true motivation, there three core factors which influence peoples buying intentions, primarily this is the need to 'reduce pain,' 'gain happiness' and achieve 'recognition'.A few principles or rather LAWS will be discussed on how to sell anything.

How to sell anything

What if I told you that I could show you WHY people buy? What if I told you that I could outline the reasons that motivate people to make purchases, that I could show how YOU have control over each of these reasons, and that I could give you the training you need to master these motivators to practically force people to buy from YOU.

Would you be interested?

Is that a "Yes"?!! Great!

To begin with, let's examine the research and find out what is at the bottom of purchase decision-making. What motivates people to buy? While this isn't an all-inclusive list, these are the major "laws" of why people buy.Six of the laws will be discussed here.

1. The Law of EMOTION

One of the reasons people make purchases is because of emotion. Emotions like.

1.1.1 Fear

• Fear of gaining weight
• Fear of missing an opportunity
• Fear of unemployment
• Fear of death
• Fear of a future price increase
• Fear of what others think about them
• Fear oF the unknown
• Fear of growing old
• Fear of being alone
• Fear of being cheated

There are hundreds of different phobias that motivate people to make purchases. People buy life insurance because they fear dying prematurely and leaving their family financially strapped. We buy exercise equipment because we fear gaining weight or getting out of shape. We buy alarm systems because we fear we are going to be violated in some way.

Bottom line: We make a lot of purchases because of our fears, on things that are supposed to ease our fears.

1.1.2 Passion

Passion for golf, food, money, our children, our spouse (hopefully) our career, success and for fame to name a few. We all have those things in our lives that we are passionate about. Whether it is a relationship or a recreation, a possession or a position, we all have those things that we long for. We all have those things that we "love." And we spend a lot of money in pursuit of those things.

I began playing golf about 3 months ago. And everywhere I went, people told me more and more of the different kinds of equipment I could purchase. I bought it all. Why? Because my passion for golf triggered an emotional response and I was as good as sold. But, we do make a lot of purchases based upon passion or love.

Things that make us happy, that bring us joy and things that increase our pleasure. We buy food in many cases not because we are hungry, but because we love eating. We buy those self-help books not because we need to improve our reading skills, but because we long to improve our lives. We buy roses because we love our spouses.

What's the point?

Passion - it fuels a LOT of buying decisions. Always remember that. I touched on fear and passion because those are the two biggest emotional buttons that cause us to make purchases. There are plenty of others: sorrow, reverence, hate, sadness, surprise, anger, joy, excitement. We make purchases for all of these reasons. In reality, we buy very few things for rational reasons. Instead, we buy things (especially those "spur of the moment", impulse items!) because of emotions.

Source: www.nexusgate.com

How To Sell Anything Session 2: What can Marketers do to trigger emotion?