Selling Rules #21: Sell Good Feelings And Solutions To Problems
June 14th, 2010 by Murray RaphelTHERE ARE ONLY TWO reasons that people buy what they buy.
Want proof? Try this: Think of three recent TV commercials you saw. Any three. OK, here are the questions:
1. How many items did you really need?
2. How many commercials advertised price?
Answers to both questions: None.
Which leads to our theory that the only two reasons people buy what you have to sell: (a) Solutions to problems or (b) Good feelings.
Solutions to problems means giving the customer a benefit up front. Examples: “Lose eight pounds in one month.” “How to increase your production ten percent in one year.” “How to cut back room expenses by 25% or more.”
Good feelings means you tell the customer that putting your brand of shoe cushions will make them feel they’re walking in comfortable slippers all day. Or when you give customers two dozen pictures of their child from your photography studio for the same price as one dozen — you are giving customers good feelings as well as photographs.
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Murray Raphel travels the world speaking about marketing for retailing, direct marketing, financial/insurance groups and the food industry. He is the author of several books including “Selling Rules!”, “Speaking Rules!”, and “Tough Selling for Tough Times.”
For more information about Murray and his books, visit www.brigantinemedia.com.