What makes people want to buy what you’re selling?
It’s the age old question of running a profitable business.
You need to make money (make sure you’ve got the right business model first!), and in order to make money, you need customers, but in order to get customers you have to…
*shudder* sell something. (Or else, you face the same fate as most businesses that fail — not making enough sales!)
And when I say sell, I mean sell in the way great salespeople would sell…
I don’t mean gently offer up a program or service and hope someone will pay you money for it.
And I definitely don’t mean leave a link to your PayPal here and there and pray the money gnomes will deposit their nightly bounty into your account by the time you awake either.
I mean actually presenting your offer in a way that’s compelling to your audience so they buy it from you and you can pay your bills on time. (Three cheers for that!)
That’s why today I’d like to introduce my favorite test for making more sales. It’s soooo simple.
All you have to do is ask yourself a single question:
Are you speaking to what they NEED or are you speaking to what they WANT?
If you’re speaking to what people NEED, they won’t hear you.
But when you tap into what they WANT… That’s when the magic happens.
That’s the secret great salespeople won’t tell you. (But I will.)
Here are 3 examples of what that looks like in action…
1. Show that you understand WHY your customers want what they want
Let’s say you’re a health coach, and you’re trying to sell your 3-month package to prospective clients.
Do you talk about how you’re going to teach them all about counting calories and choosing better foods and working out?
Or do you talk about how they can lose 5 pounds and fit back into their wedding dress without the zipper popping off and hitting an innocent bystander in the face?
You choose the second one. (At least, you will after reading this.) Because that’s what they really want.
Do they need to change their habits to get there? Absolutely.
But they’ll never change their habits if they don’t sign up to work with you, and they won’t sign up to work with you if you spend your social media posts and sales emails talking about what they need to do instead of why they want to do it.
2. Mirror your customers’ vision back to them
There’s a really successful business that teaches people how to play the piano online.
If you were advertising that, you might think you should focus on how, if you sign up for this product, you’ll learn all the notes and the chords so you can play songs. However, that’s actually the need.
What you’re really selling with this piano product is how cool you’ll look in front of all of your friends. That’s the vision that’s driving their desire to buy. (Remember, people buy for results!)
3. Speak to the emotion “thrill” your customers want to feel
Have you ever been to the thrift store and you’re digging through all of this worn-out stuff when you discover the most magical piece of clothing for $2? And you quickly throw it in your basket and
run up to the cash register with it so nobody else will know the amazing find you just scored? Then, once you’ve paid for it and it’s safely yours, you tell everyone.
There’s a business in Japan that capitalizes on that thrill by sending you a parcel of junk through the mail.
Does anyone need junk? No, of course not. You’ve probably already got a junk drawer an
d an overloaded closet and maybe even a storage unit to declutter.
But people buy these surprise packages of junk like hot cakes because they’re addicted to the fun and the novelty of opening the package. You want to know what’s inside. Every piece of mail becomes a mystery door. Is it 37 slinkies? Is it an old battery and newspapers from 1974? You won’t know until you open it.
Focusing on the want instead of the need makes any product or service more desirable. It doesn’t matter what industry you’re in (obviously, as we saw in our examples!).
Want more sales tips to become a successful salesperson? Check out this video with 5 specific selling tips for your business:
Want your customers to be excited to buy from you?
If you shift your audience’s attention away from what they need and towards what they want – their WHY, their vision, and the thrill they want to feel — they’ll be much more eager to do so.
After all, that’s what great salespeople do to sell out their offers in no time.
What’s one way you can incorporate this into your business today? Let me know in the comments!
Wanting you to make money,