Buying must feel right!

Now that we have learned how to battle the noises and differences in perspective between us and the prospect, let’s now discuss how we can satisfy prospect’s logical brain. And the main point here is this (or the main way to satisfy their logical brain)- buying the product must make sense to the prospect. That’s it. There is no need to further complicate this.

And for buying the product to make sense for the prospect, there must be a problem-solution fit, the solution being our product. The products we are selling must be able to resolve the problems or desires the prospect is facing. Not only that but they also understand how it can resolve their problems and desires.

Because here is the thing. The main reason people buy what they buy is because they have a problem or desire they want to satisfy.

Take buying Starbucks coffee for example. You don’t buy Starbucks just because you feel like buying Starbucks. You do it because you have a problem or a desire you want to satisfy. It might be because you need your morning cup of joe which if you don’t drink you’ll feel weak and irritated (which is a problem) and you either don’t like the coffee in the office or you don’t have a coffee machine at home.

Another potential you went to Starbucks and buy their coffee is you want to make “tambay” there and feel a little relaxation which is a desire. Or you went to Starbucks to feel sophisticated and sosyal which are desires.

If you want a more useful example, let’s take buying real estate. Why do people buy real estate? First-time home owners want their own home (desire). Home owners are not happy with their current home (problem). Investors do not want their money to just sleep in the bank (problem) and they want potential income (desire).

Almost all products and services in the world resolves or satisfies a problem or a desire a customer faces.

And so when we look at it in this point of view, the only way for it to make sense to buy is if we know and understand how this certain product can help us resolve a problem or satisfy our desire. The key words here are “know” and “understand.”

We as salespeople might understand how the product we are selling might help the prospect resolve a problem or satisfy a desire but due to noises and difference in perspective, our prospects might not. We as salespeople might understand how and why 1+1 = 11 but prospects might not.

So the goal here is not only to connect the product we are selling to the problems or desires they have, but more so to make them understand how our product could help them do just that. At the same time, it must logically make sense on how and why that is- in other words our explanation should be viable. Another way to look at this is dapat kapani-paniwala yung pinagsasabi mo at hindi eto bullsh*t. Our case has to make scientific or economic sense.

This is where our lessons from the past few weeks come in. From explaining things as if we are explaining it to a high schooler or focusing on a core message or checking them out every now and then, all these can help make the prospect understand the logical viability of the case for buying our products.

Again, we don’t see the need to further explain this element since this is pretty much self-explanatory. But we have to understand this one point: for us to satisfy the logical brain of the prospect, it has to make logical sense on why the prospect should buy AND they have to know and understand it.

But here is the problem, satisfying the logic of the prospect is just one part of the equation, we also need to satisfy their emotions. As one of the most famous sales proverb says: people buy with emotions and justify it with logic. In other words, not only should the transaction make sense, it should also feel right.

Just think back the times you bought something. Why did you buy whatever it is you have bought? Let’s narrow it down further.

Recently I bought a pair of wireless earpods. I use earpods during my commute and during my workouts. Without it, my commute or workout feels incomplete. So that time when I was about to workout and my other cheaper pair of earpods broke down, I rushed to the nearest mall (walkable from the gym) and bought a new set. At that time, my budget was around less than a thousand pesos or to be exact I was looking at 850 pesos. So when I found out how much a pair of earpods (branded) cost, I was kinda shocked. The price of a pair is around 2,500 pesos- definitely out of my budget.

But guess what I did? I still bought them. I bought them so I can immediately use it to my workout.

In this transaction alone, you can see how much emotions play a part in how we buy.

First, without this certain product, my commute to work or my workout feels incomplete. The key word here is “feel.” Now let me ask you, can you workout or commute without a pair of earpods or more specifically without listening to music? Yes, we can! How many people who commute to work are listening to music and how many people working out at a gym do not have headphones or earphones? So many! So so many!

So logically speaking, I can commute to work or do my workout without those earpods.

Second, I made a rushed purchase. It was not as if I bought earpods right when I was in the mall. I intentionally went to the nearest mall near the gym to buy a pair of earpods. Was it necessary? Rationally speaking, it wasn’t. Is it something normal people would do? I don’t think so. Yet I still did it.

Third, I went straight to shops that sell branded earpods even though I had the option to buy generic ones inside the same mall. Now, for a rushed purchase, it does not make sense for me to buy a branded one. Also, we can argue that branded ones and generic ones are practically just the same. Mas makakamura pa nga ako sa generic ehh.

So why did I go with the branded one? Mas matibay ba? Well I had generic airpods that last for two to three years. So again, no question on that. Is the music better? I honestly cannot distinguish the difference in the sound of a generic earpod and a branded one. It is for one reason: I feel more secured that the product I am buying is much better because it is branded. Again, emotions.

Lastly, the budget I had in mind and the price I bought is more than half. My budget was 850 pesos and I bought it for 2,500 pesos. At face value, it does not make sense. Yet I really really wanted to buy! I really really needed it! So even though it was over my budget, I still took it. Again emotions.

This is just an example of how we buy. You can look at your past transactions whether it be a watch or milk tea or coffee. In most cases, the reason we buy what we bought is because our emotions wanted us to buy. Again, people buy with emotions and justify it with logic.

For you and I to buy, it must also feel right to buy it.