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

6. Praise and Recognition
An important need shared by one and all is to be recognized for our
accomplishments. As Abraham Lincoln said, “Everybody likes a compliment.”
One of the definitions of self-esteem is “the degree to which one feels
praiseworthy.” As a result, whenever someone receives praise and recognition
for an accomplishment, large or small, that individual feels better and happier
about him-or herself.
When you can position your product or service such that a person feels that he
or she will achieve greater recognition or status by using it, you can create
buying desire. Since the need for praise taps into that deepest emotional need of
all, self-esteem, convincing your prospect that he will get additional recognition
by using your product or service weakens his price resistance considerably.
Convincing your prospect that he will get additional recognition by using your product or
service weakens his price resistance considerably.
7. Power, Influence, and Popularity
There are many needs which you can demonstrate that your product or service
will satisfy. People want power and influence and will buy products or services
that will give them more of these things. People want to be popular and to be
liked by other people. When your product or service offers to make a person
more influential and popular, it arouses buying desire.

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more influential and popular, it arouses buying desire.
8. Leading the Field
Another of our deepest needs/desires is to be considered up-to-date. We want
to be seen as current, modern. We want to be leaders and trend-setters in our
work and social group.
Many people will buy your product or service simply because it is the newest
product on the market. They want to be ahead of the pack. They want to be the
first ones buying it and the first ones with it. In buyer segmentation, these are
called “early adaptors.” They represent 5 to 10 percent of the market. They will
buy the product or service for no other reason than that it is new and different.
When you tell an interested prospect, “You will be the first person in your
industry with this product,” or “You will be the first person in your
neighborhood who has one of these,” you create immediate buying desire among
early adaptors.