The Psychology of Selling: Increase Your Sales Faster and Easier Than You Ever Thought Possible pdfdrive com

The Basic Motivation
As a fundamental principle, every human action is aimed at an improvement of
some kind. People buy products and services because they feel they will be
better off as a result. They not only feel that they will be better off as a result of
buying your product or service, but they also feel they will be better off than if
they bought some other product or service, or if they bought nothing at all.
Every customer has three choices with every selling offer. He can buy from
you, buy from someone else, or buy nothing at all at this time. Your job is to get
the customer to understand that he needs your product enough to overcome any
buying resistance that might derail the sale.

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buying resistance that might derail the sale.
In addition, the customer must be substantially better off with your product or
service than he is without it. It cannot represent a small increment in value or
benefit. The improvement in the prospect’s work or life must be great enough to
justify the amount of money you are charging, plus the amount of time and
energy it will take to implement your solution.
The Greatest Value
People value freedom above almost all other benefits of our society. When
they have money available, they have a certain degree of freedom. They have
choices and options. They can do a variety of different things. This desire for
freedom is a major reason people hesitate to part with their money, for any
reason.
If a prospect buys from you, he gives up a certain amount of the flexibility and
freedom that he had before giving you the money. If he buys a product from you
that is unsatisfactory, he no longer has the money and is stuck with the product.
Since every prospect has had this experience more than once, there is always a
certain amount of buying resistance.