Why Do People Buy What We Sell?

Why do people buy what we sell?

This question echoes through the annals of marketing, psychology, and everyday life because it's a question that shapes our world.

The truth is—this isn't just about transactions. It's about transformation.

At the core of every buying decision is a single, powerful force: emotion.

In 2025, as we sell direct to consumers, we must understand that we're never selling products or services because we're never selling objects.

Why?

Because nobody ever buys objects. People only ever buy feelings. So we only ever sell feelings. Feelings that their future want to feel because they don't get to feel that way now.

Zig Ziglar said "Sales is the transfer of emotion"

So, I'll ask you again - Why do people buy what we sell?

It’s because they want to feel the emotions we make them feel right now.

So, how do we create those emotions right now?

Well let's ask an even more important question: What do we sell and how do we sell it?

We don’t sell tripled glazing, luxury fitted kitchens, solar panels, real estate, or insurance.

We sell the feeling of security, the excitement of new beginnings, the relief from burdens, but it all amounts to the promise of a better tomorrow and how imagining that makes them feel right now, compared to the alternative, which is continuing to feel how they feel every day right now, in the pain state. That’s why people buy what we sell.

But how do we trigger those desired future feelings in our sales conversations?

First, we must understand that the journey to emotional connection starts with asking the right questions. Begin by uncovering their pain points. Ask questions that dig deep into their current challenges and struggles.

For example, “what's the no1 problem you get from your windows right now that you'd regret not solving 6 months from now and why?”

Quantify that pain. Help them think about the cost of inaction—the cost and consequences of doing nothing and remaining as they are.

What are they sacrificing each day by staying in their current situation?

This establishes urgency that comes from their personal lives rather than any artificial scarcity from a seller.

Once we’ve established this understanding, we can seamlessly transition to one of the most powerful techniques we have: storytelling.

Stories trigger emotions. They allow prospects to envision themselves in a situation where they experience the feelings associated with your product.

And in 2025, who's the best person to tell your story? Not you! Because people don't believe what sales people tell them, but they never doubt what other customers just like them say.

So have tons of social proof, and not faceless google reviews with generic 1 paragraph 'emotionless' praise.

Instead have short form video's, made by existing customers on their smartphones, 1-2 minutes each.

How they felt before they started seeing salespeople, their fears, then their experience with you that inspired them to buy, the service they got from your team at every step throughout the process, and finally the finished product, and how they feel now, living in their future state, finishing with a few words of encouragement and reassurance to your prospects watching it now.

Remember: When you present your offering, you’re not just sharing facts. You’re offering a story.

A story that paints a vivid picture of how their lives will change after their purchase, told by somebody they can relate to, who's just like them, who is now in their future desired state, feeling what they want to feel!

Now, as we enter 2025, I Can tell you that 90% of B2C providers don't have this social proof right now, but you can get it within 30 days if you know how!

Simon Sinek famously taught us, “People don’t buy what you do; they buy why you do it.”

If we lead with our ‘why,’ we get to the emotional core first. When we demonstrate our passion, our commitment, the emotional journey of other people just like them, we resonate deeply with our buyers' aspirations.

So, I'll as you again? Why do people buy what we sell?

It’s because they feel something right now!

They feel the hope of financial freedom through solar energy, the joy of a family home that reflects their identity, the significance of making a life-changing investment.

Now, let’s talk about the emotional triggers we can employ.

Empathy: Understand their pain, the impact of their pain, the history of their pain, the root cause of their pain, the cost and consequences of not solving their pain versus the implications of eliminating it once and for all, and the value of getting from pain to pleasure, from where they're stuck right now, to where they long to be, fast and for good!

Once they know that you empathically understand their pain, then they're ready for your solution as the pathway to relief.

But all too often sellers rush in with solutions before a full pain audit - which forces up buyers defenses - because they don't care how much you know until they know how much you care!

Remember, it’s not about convincing someone to buy a posh new conservatory or a holiday home.

It’s about convincing them to invest in the feelings they'll get after they buy these products and start enjoying them!

If they can see and feel how your solution will take away pain and in it's place add joy, comfort, safety, pride and peace of mind to their lives— that’s why people buy what we sell.

So I want to pose the question once more: Why do people buy what we sell?

It’s more than the tangible; it’s the emotions and the future feelings that those tangible items promise.

You have the power to influence this directly through your conversations—through questions, empathy and storytelling.

More specifically, through 21st Century Direct Selling Skills; a framework of 12 cutting edge skills underpinned by emotional intelligence, by neuroscience, by 21st century buying psychology and stealth persuasion.

The best news of all, you can learn these skills right now, just DM me to chat and we'll jump on a zoom call to put together a gameplan for you and your team that'll get you converting 1 in every 2 of your leads in 2025 without any of the old school 1900'2 sales tactics that just don't work anymore because today's buyers are all wise to them!

Remember, we’re not in the business of selling products. We’re in the business of selling feelings—the feelings that home-owners in 2025 absolutely crave.

So let’s embrace this journey together. Let’s learn how to connect deeply, inspire genuinely, and change lives with every interaction.

Because that’s why people buy what we sell.

Paul

UK No1 Direct Sales Coach