We buy based on how we feel, not what we think

If you want to improve your selling skills, focus less on features and more on feelings. People make buying decisions based on emotions, not logic. To sell better, shift the conversation to the most intimate problems, frustrations, and fears.

People buy solutions to problems.

Human nature and selling

• Human beings are self-centered creatures. We think about ourselves 98% of the time.
• Change the conversation to appeal to their ‘what’s in it for me’ receptors.
• People buy for two reasons: To solve a problem and to avoid bad feelings/feel good.
• People are more likely to take action when they’re struggling with something vs. when times are good.
• The ‘what’s in it for me’ are the hot buttons of your pitch.
• And on that, you don’t need to pitch when you’re solving their problems.

You can get almost anything you want by giving people what they want.

We don’t buy a TV, we buy pleasure. We don’t buy insurance, we buy avoiding pain. We don’t buy mobile phones, we buy making life easier. We don’t buy designer labels, we buy looking good to others. We don’t buy fashion, we buy being part of the crowd. We don’t buy electric drills, we buy fast holes.

We are feeling creatures, not logical creatures. Logic makes us think, but feelings makes us act.

Big feeling hot buttons

Use these selling hooks in your language. 

1. The Pleasure Button
2. The Avoiding Pain Button
3. The Making Life Easier Button
4. The Looking Good Button
5. The Fitting In With The Crowd Button
6. The Saving Or Making Money Button
7. The Saving Time Button

We’ve got a bunch of tools to help you sell to your customer in a real way. To learn more about these resources, fill in your details below.

Your prospects are savvier than ever. They’ll sense when you’re trying to sell. Take a more personal, personality-driven approach, and see how it increases your bottom line.