The Deep Psychological Truth About Sales that Hardly Anyone Talks About

Traditional marketing and sales has it that people buy outcomes, not features.

It’s not that they need a all-natural Amazonion latex mattress – what they *really* want, is to have the best night’s sleep they can get.

But to think (and sell) on that level is limited. Sure yes: features tell, and benefits sell, but:

There’s so much more going on in a buyer’s mind, and it goes up all the way to the level of identity.

Here’s how it works:

People buy the features of a product or service, because it makes sense. Mind says ‘yes, this sounds good. I like it’.

Then, the actual decision to buy is an emotional switch: it’s when trust and desire overlap so much, that the mental ‘yes’ is supported by an emotional ‘yes’.

That’s when you’ve successfully sold someone on the benefits.

But what someone is *really* buying, and something hardly anyone talks about is this:

People buy a new version of themselves.

Mind blown, right?

Oh, I see. Well, let me try again:

When someone decides to buy (and this gets truer the bigger the price tag), what they’re ultimately acquiring, is a way to signal to themselves and to others, that they’re the kind of person who makes this type of decision and purchase.

Someone spending 2K on a mattress says: “I’m worth that kind of quality”.

Someone buying an electric vehicle says to themselves and to others “I’m a modern, switched-on buyer, who cares about the environment and wants to show it”.

When someone buys a 6K website, their inner story is “I care madly about my business, to the point of investing big bucks in its growth”.

Someone who hires a sales coach (hi!) tells themselves: “My stuff is so good, I owe it to myself and my customers to become highly skilled at enrolling buyers”.

So whatever it is you do, and sell, and whenever you’re dealing with a potential buyer: ask yourself “What version of themselves do they
want to buy?”

Next, use the features and benefits in order to paint a picture of that new version.

Finally: instead of selling them that product or service you deliver, sell them the thing they *really* want: the next version of themselves.

Cheers,

Martin


Also published on Medium.

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