1. Money
Everyone wants to have more money. This is a basic need. “Money
makes the
world go around.” Whenever you can link your product or service to making or
saving money for the customer, you will have his total attention.
2. Security
Each person has a fundamental need for security. Most
people feel that if they
had enough money, they would be completely secure. So although money is hard
and cold, the need for security is warm and personal.
According to a University of Chicago study, people
buy because of the way
they anticipate
feeling as a result of owning and using your product or service. It
is this sense of emotional anticipation that you must trigger if you want to make
a sale. It is not the features or benefits of your product as much as it is the
feeling of pleasure or fulfillment that the customer imagines
he or she will enjoy
by buying from you.
The need for security, whether financial, emotional or physical, for ourselves
and
for our families, is such a deep and powerful need that any appeal to greater
security will arouse interest on the part of the prospect. Just as no one ever feels
he has too much freedom, very few people ever
feel that they have too much
security. They always want more.
Security Products and Services.
Today there is a booming market for every kind of security service or device
for Net servers and computers. Home security systems are a billion-dollar
industry. Various forms of insurance to provide security against accidents or
unexpected reversals sell in the hundreds of billions of dollars each year.
Anytime you can show a customer that he or she can
be safer and more secure as
a result of owning your product or service, you can create buying desire.
3. Being Liked
Everyone wants to be liked by others. We need to
feel accepted and respected
Everyone wants to be liked by others. We need to feel accepted and respected
by the people around us. We want to be admired by our friends, neighbors, and
associates. Achieving these goals satisfies our deep need for belonging and self-
worth.
How does your product or service increase the
amount that your prospect is
liked and respected by others?
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