The Secret to Getting People to Buy – Even In a Recession

A little over 10 years ago, I started a new chapter in my life.

I sold women’s shoes. Now, it may not seem glamorous, but it taught me an incredible lesson about the buying behavior of people.

You see, I thought it would be easy. But to my surprise, it wasn’t…I turned out to be pretty bad at selling shoes. So bad in fact, I quit the job before they cut my pay.

However, five years later I went back into the shoe selling business. This time, I excelled at the job.

The reason why is because I learned what makes people buy and what doesn’t. I studied many of the masters of selling and applied their information to my craft.

As a result, I was able to earn close to a full time income by working part time.

Whether you’re selling in person or in print, this will work for you.

Ready?

Here it is:

WANT will trump “need” any day of the week…

…and twice on Sunday.

Here’s why:

First, no one buys what they need. If they did, everyone would drive around in SMART cars, wear Casio wristwatches, and every break room water cooler argument about Macs and PCs would cease.

Let’s face facts: People don’t buy things because of what they are…they buy them because of what they DO for them.

To sell more of your product or service, talk about what the product does for the prospect.

And if you really want to hit a home run, talk positively about how it will make the prospect FEEL.

Here, I’ll prove it.

As many of my female readers can attest to, high heels are probably the most uncomfortable shoes in the world. But…they sell like hotcakes.

Why?

Because they give a woman the illusion of being taller and they make their legs look longer. And what happens as a result? They become more attractive.

See the difference?

It’s not about what it is…it’s about what it DOES.

If you want to know precisely what your product does for people, ask your current customers how they “feel” about your product or service.

Their answer will help you bridge the gap between what your product IS…and what it does.

Remember — features tell, but emotional benefits SELL.