The Lesson for Coaches: People Don’t Buy Products, They Buy Stories

Sometimes, a decision isn’t just about buying a product—it’s about choosing an experience, a connection, or even a story.

Take wine, for instance. I often go for the more expensive bottle, not because I’m a wine expert—I’m far from it—but because it elevates the meal. The choice makes the dining experience better, more memorable.

Or my snooker cue. Years ago, I invested in a bespoke cue. I could’ve bought something cheaper, but I didn’t. Why? Because it wasn’t just a cue—it was a reflection of craftsmanship, precision, and care. Even now, I still feel a sense of pride when I pick it up.

But here’s the thing: these decisions weren’t really about the wine or the cue. They were about something much bigger.

People Buy Stories, Not Just Products

A bespoke snooker cue isn’t just wood and varnish—it’s a story. It’s about the artisan who crafted it, the time they spent perfecting it, and the tradition behind it.

The same goes for that premium bottle of wine. It’s not just fermented grapes; it’s the vineyard, the winemaker’s legacy, the idea that this bottle is part of something special.

In business, people don’t just buy what you sell—they buy into the story behind it. They want to feel a connection to your product or service, to see the care and dedication you’ve put into it.

What this means for you: Share your story. Talk about the process, the passion, the reason you do what you do. People connect with authenticity, and that connection justifies the price.

Perceived Value Outweighs Actual Cost

Let’s face it, both the wine and the cue were premium options. They weren’t cheap. But the price didn’t matter because the perceived value outweighed the cost.

It wasn’t about the materials—it was about how they made me feel. The wine turned a meal into a celebration. The cue wasn’t just equipment; it was a tool that made me feel more skilled, more focused, more invested in the game.

When customers perceive value, price becomes secondary.

What this means for you: Presentation, branding, and experience are everything. If your product feels premium—whether through design, packaging, or customer experience—people will believe it’s worth every penny.

Customers Seek Meaning in Purchases

The snooker cue and wine weren’t just purchases—they were meaningful. They represented moments of pride and enjoyment, investments in quality that felt personal.

For your customers, the same is true. They don’t just want a product; they want something that resonates with their values or enhances their lives.

What this means for you: Focus on the deeper value your product brings. Does it make their life easier, more enjoyable, or more fulfilling? Highlight that meaning in your conversations and marketing.

Customers Will Invest in Experiences

A good bottle of wine isn’t just a drink; it’s an experience. A handcrafted snooker cue doesn’t just play better; it elevates the entire game.

People invest in products that make them feel something—pride, joy, confidence. They’re not just paying for the product; they’re paying for how it improves their moments.

What this means for you: Don’t just sell features. Sell the experience. How does your product make their life richer, easier, or more rewarding? That’s the real value.

Final Thought: It’s About More Than the Sale

When I think about that snooker cue or the wine, it’s clear they weren’t just purchases. They were investments in quality, moments, and meaning.

For your business, the lesson is simple: people don’t just buy products. They buy what those products represent—stories, experiences, and value.

So, ask yourself: what story does your business tell? What meaning does it bring? Because when you focus on crafting something meaningful, the customers who matter will always see its worth.

Are you ready to move your business forward? Book a call with me to make 2025 your year.