Friday, August 3, 2012

Why Do People Buy?


Why Do People Buy?

I was running a seminar for staff in a Health and Fitness Club and I asked them - 'What do you think are the reasons people decide to join a health club?' The answers came back:
·         To lose weight
·         To get fitter
·         To have a better shape
·         To build muscles
·         Because they like swimming
These answer are all perfectly valid, however when you think about it, there a whole host of other reasons why people would want to join a health club.
·         To meet other people
·         To find a new partner
·         To be able to say -'I go to a health club'
·         Because they like the music in the aerobic classes
·         To have a feeling of belonging
·         Because it's the thing to do
·         To sleep better
·         Have more energy
·         To have a sharper mind
There are lots reasons why people could buy your product or service, and you need to be aware what they are or could be.
People buy to solve either real or perceived problems. They want to move away from pain and towards pleasure. They want to feel better after having made the decision to buy your product or service than they did before. So it follows that - buying decisions are emotional
YOUR HEART OR YOUR HEAD
All decisions to buy are emotional because people are driven by their emotions in everything they say and do.
We buy religion and politics, and we buy other people based on our emotions. We also buy products and services based on emotions.
People will decide to buy emotionally and then justify logically. Picture the man who buys a new Mercedes instead of a basic family car, and then tries to justify the extra cost to his partner. He'll explain all about the reliable German engineering, the superb after sales service and the high resale value. However, as we all know - he probably bought the Mercedes to impress the neighbours and his friends. It was another decision based on emotions.
Some people will also buy a house (probably their most expensive purchase) because they feel good about it.
THEY WONT ALWAYS TELL YOU
Your customers won't always tell you the real reason for buying your product or service. Take my example of the health and fitness club - a potential new member might tell you that they want to lose weight and get fit. However, they're prime motivator for joining, is to meet new friends.
The health club markets its business by promoting the range of fitness machines, qualified instructors and superb swimming pool. However what the new member really wants - is to mix with new people. This is sometimes known as the DBM or Dominant Buying Motive.
When marketing and selling your business you need to consider the emotional and hidden benefits of your product or service, and communicate them to the potential customer. The customer can then make a decision based on their DBM.
Alan Fairweather, 'The Motivation Doctor,' is an International Speaker, Best Selling Author and Sales Growth Expert. 
For the past seventeen years, he's been developing the talents of Managers, Sales and Customer Service people, and turning them into consistent top performers.
He is the author of two books:
'How to be a Motivational Manager' A down-to-earth guide for managers and team leaders.
'How to Manage Difficult People' Proven strategies for dealing with challenging behaviour at work.
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