When you first meet with a new prospect, how do you position your product or service? How do you characterize its various feature, functions, and advantages? Which elements do you emphasize as having the strongest potential appeal to the prospect?
It’s difficult to determine which aspect of your product or service will hold the most meaning for the prospect until you understand the prospect’s motivation for the potential purchase. Once you’ve discovered that, you’ll be able to position your product or service as a best-fit from the prospect’s perspective.
So, what motivates people to buy? There’s been a lot written on the topic. The prevalent theory is that people buy to either gain pleasure…or avoid pain. Broadly speaking, that’s absolutely correct. In fact, psychologists suggest that those are the two reasons that drive people to take any action.