Buying Motives - BENEFITS

Emotions may be regarded as the elements of personality - "As a man thinks, so is he''.

Attitudes and behavior are the results of emotions. No two sets of emotions are the same for no two people are the same.

The business owner must recognize that their business contacts and customers are humans, with the natural emotions of people. Whether they be manufacturers, merchants, or home owners, their emotions, their motivations, their behavioral reactions represent the varied wants of people.

Does all this mean that there is no way to “zero” in on emotional needs that will lead to buying decisions? Absolutely No! There are several central benefits (“What’s in it for me?”) that appeal almost universally.

Here are a few examples.

Profit. No business is run as a recreational diversion - it must pay off, or else. "You'll make more money through increased sales at a higher margin," is an example.

Economy. All of us like to get more for our money - so we can have more things. Example: "It will save you money by cutting your expenses."

Security. We don't like to worry about what might happen to us or to our possessions. Example: "There is no chance of losing your investment."

Health. We want a long life without aches and pains, without doctor bills, loss of work. Example: "Ventilation will be improved 50 percent improving your respiration."

Family welfare. We protect our own and our property against the dangers, and always will. Example: "Your family will have greater peace of mind, and so will you."

Possession of beauty. We simply like to own things that we and others can admire. Example: "The whole appearance of your shop will be improved and be more efficient."

Comfort. We prefer a cushion to a hard rock, pleasure to pain, why be uncomfortable? Example: "Productivity will increase because your people can work more comfortably and efficiently. "

Convenience. The faster, simpler, "less work" way is preferred; there's usually an easier better way. Example: "Time is saved because you simply remove this set-screw to change it."

Prestige. We are proud of our achievements, our possessions we want them seen. Example: "You'll have the area's most modern equipment."

Self expression. We like to do things our way and sometimes to be "different." Example: "It will be yours exclusively."

Social. We like to "belong," to be one of the gang, to be "in" on things.. Example: "The better architects are all using them so should yours."

If a company advertises and markets to the real benefits of their product or service the customer will WANT to buy because they will be convinced that there is REASON to buy and that they will be better off from the purchase.

Marketing Tip:

There has to be a meaningful, visible difference in your features and benefits from those of your competitors AND this difference has to be important enough and compelling enough to your prospects to influence them in their decision process that leads them to doing business with you.

IF THIS COMPELLING DIFFERENCE DOESN'T EXIST, THEN YOU'LL HAVE A HARD TIME MAKING THE SALE!