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

9. Love and Companionship
Today there are millions of subscribers to Internet dating services that match
people with similar profiles. This is because people crave companionship and
good relationships. An enormous number of people join clubs and associations
to meet other people, especially those of the opposite sex. One of the primary
motivators of social activities is the desire for love and companionship. When
you can present your product or service as making the prospect more attractive
and desirable as a companion, immediate buying desire is achievable.
10. Personal Growth
One of the greatest of needs associated with the twenty-first century is for
additional knowledge and skill. People want to feel competent. They want to
learn new skills and be on top of their jobs. They want to get ahead more rapidly.
They want to excel and move ahead of their competitors, both within their
companies and in other areas of their lives.

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companies and in other areas of their lives.
Many products appeal to the desire for greater self-understanding and self-
actualization. That’s because the needs for self-expression and personal
fulfillment are profound. People want to feel that they are becoming all that they
are capable of becoming. When you promote your product or service as
something that can help people reach even greater heights of personal success
and self-realization, you again generate a desire to purchase.
11. Personal Transformation
Perhaps the most abstract need, and the need for which people will pay the
most, is the desire for personal transformation. If a prospect feels that your
product or service will take him to a new, higher level in his life or work and
make him a different person in some way, there can be no limit to the amount he
will spend.
Not long ago I was talking to the vice president of a Midwestern
manufacturing company. He is an avid golfer. He tries to play golf at least twice
a week, and on vacation he plays five or six days a week, sometimes two rounds
per day. He told me, “I would pay fifty thousand dollars cash for any golf pro
who could show me how to permanently reduce my score by two strokes.” This
form of personal transformation, acquiring a new skill in an area important to
him, was worth fifty thousand bucks!
Sometimes people will pay vast amounts of money for plastic surgery, to
improve their appearance, or to vacation at health spas where they will lose
weight and become physically fitter.
A personal transformation is purely emotional. Becoming more and better
than you have ever been before is a common desire and an intense motivator of
buying action. Whenever you can market your product or service as being
capable of bringing about a permanent transformation of some kind, in work or
personal life, you can usually make the sale.