Sell People What They WantBy
… Then You Can Give Them What They Need…
To help them get what they want.
People don’t always want what they need… but if what they need will get them what they want, and you can help them get there, it’s your responsibility to give them both.
The key though, is that you make sure that you lead with what they want, throughout your marketing and sales efforts.
Human psychology works in interesting ways, and it is much wiser to work WITH the way the human mind works, than it is to go against it… and you’ll end up with MUCH better results.
Let’s take a look at one of the biggest industries in the world and see how it plays out, and hopefully you’ll understand what I mean.
Consider Weight Loss
What is it that people really want when they want or need to lose weight?
I know what I want… I want to feel better about myself, I want to look better, I want to fit into my clothes, I want to feel better physically… and I want it to be easy. I don’t want to have to follow a lot of rules. I don’t want to limit what I eat too much.
In other words, I want my cake and I want to eat it too (and right there you have the crux of the problem)…
Now, in order to interest someone like me in a weight loss or health improvement program, you need to help me understand the benefits of what I am going to receive (what I want). That is what you should be focusing on as you develop your sales materials and processes.
It’s not necessary for you to give all the details about how the program works, in fact, the details will often turn someone like me off and I’ll go find some other option that doesn’t seem as difficult or complicated.
So, if you focus on sharing with me what results I’ll get from the program, and have some assurances that it won’t be too hard (preferably in the form of real, honest and believable testimonials, but we can talk about that another time), I’ll consider what you are offering and may decide to buy.
Once you have your client engaged in your process, you can then deliver what it is that they really need. They need support, they need information, they need understanding and accountability. And, you can give your client those things in ways that might not have enticed them to buy to begin with, but will give them what they need to get the results they really want.
So, you need to help someone understand where they are, the pain that they are in and the benefits of the goal or dream they want to achieve.
You sell them on what they want, and then it is your responsibility to deliver what they want – and generally that will happen through what they ‘need’, even if it wasn’t a part of your offer or sales presentation initially.
We get to what we want through what we need, but when we are making that emotional decision to buy, we don’t want to think about the ‘needs’ part – so keep that in mind as you work on your sales pitch and marketing and promotional materials.