The Feelings Every Buyer Must Experience Before Buying Anything From You

In the world of high-stakes decision-making, especially for top executives, the emotions driving a purchase are as critical as the data justifying it. In his book To Sell is Human, renowned author Daniel Pink emphasizes that "to sell well is to convince someone else to part with resources—not to deprive that person, but to leave them better off in the end." At its core, selling is about evoking the right emotions in your buyers, making them feel confident that they are not just making a purchase but making the?right?purchase.

Here are the five critical feelings every buyer must experience before they sign on the dotted line:

1. Trust – The Foundation of Every Transaction

Trust is the cornerstone of any business relationship. Before a buyer even considers your product or service, they must feel a deep sense of Trust. As an executive, you know that Trust is hard to build and easy to lose. Your brand, your reputation, and the consistency of your past actions all contribute to this Trust.

In?The Speed of Trust, Stephen Covey?articulates, "Trust is the glue of life. It's the most essential ingredient in effective communication. It's the foundational principle that holds all relationships." Your potential buyers must feel that you're not just offering them a transaction but a partnership. They should believe that you have their best interests at heart, understand their needs, and that your solution is tailored to address them. When Trust is present, the barriers to a sale begin to crumble.

2. Confidence – More Than Just ROI

While every executive is driven by numbers, charts, and projections, the feeling of value extends beyond just the return on investment (ROI). Your buyer needs to feel confident that the value your product or service provides outweighs the cost—both in monetary terms and in terms of time and effort. This feeling is often cultivated through a deep understanding of your buyer's business challenges and a clear demonstration of how your offering can solve those challenges.

Warren Buffett famously said, "Price is what you pay. Value is what you get." Your buyer needs to feel assured that the value they will receive far outweighs the Price they pay. When buyers feel that your solution aligns with their aspirations, the perceived value multiplies, thus their confidence.

3. Sympathy – The Sense of Shared Vision

Beyond Trust, value, and confidence, buyers must feel that your objectives align with theirs. This feeling of alignment extends beyond the product or service itself; it's about the broader vision and values of your company. When buyers perceive that your long-term goals resonate with theirs, it creates a synergy that makes collaboration feel appropriate and inevitable.

As Simon Sinek points out in Start with Why, "People don't buy what you do; they buy why you do it." If your "why" resonates with theirs, they're more likely to see your offering as a natural extension of their own strategic vision. This alignment fosters a deeper connection and makes the purchasing decision more emotionally compelling.

4. Urgency – The Drive to Act Now

Finally, a sense of urgency can be a powerful motivator. Buyers need to feel that taking action now rather than later is in their best interest. This urgency doesn't come from pressure or fear but from recognizing the timely value of your offer. Perhaps it's a competitive advantage that will last only a short time or a market opportunity that's fleeting. Whatever the case, when buyers feel a sense of urgency, they are more likely to commit.

Tony Robbins famously said, "It is in your moments of decision that your destiny is shaped." Helping your buyers see the importance of acting now rather than waiting can tip the scales in favor of making a decision today, not tomorrow.

5. Empowerment – The Ultimate Feeling

Above all, your buyer must feel empowered. Empowerment is about giving your buyer the confidence, autonomy, and clarity that they are not just purchasing a product but making a decision to drive meaningful outcomes for their business. This is the ultimate feeling because it transforms the buyer from a passive decision-maker into an active change agent.

As Maya Angelou so beautifully said, “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Empowering your buyer means making them feel capable, knowledgeable, and entirely in control of their decision. It’s about helping them see how your solution will not only solve their problem but also position them as a leader driving innovation and success.

Empowerment isn’t just about closing the sale—it’s about making the buyer feel like they are making a difference through their choice. When buyers feel empowered, they move forward with enthusiasm, certainty, and excitement for the potential impact of their decision.

Final Thoughts

In the executive world, decisions are never made lightly. Every purchase is a calculated move in a broader strategy. By ensuring that your buyers experience Trust, Confidence, Sympathy, Urgency, and Empowerment, you create an environment where buying from you becomes the obvious, most logical choice.

Remember, as Pink highlights, selling is human. It's about understanding emotions, building connections, and making your buyers feel that choosing you is choosing wisely.