Today I will be covering certain principles on the psychology behind why people buy and, specifically, what makes people say no to your offers. It is vital to understand these concepts in order to become a better salesperson.
The Reason People Buy
The typical answer that you would probably get from most folks if you ask them why people buy is that they buy because they need something. Obviously, the basic needs that people have are food, shelter and clothing.
The second answer that you are likely to get is that people buy because they want something. Yes, people like to have the latest phone or the latest computer. This is why car companies are always offering a new model every year. Even though many times the car will look pretty much the same year in and year out, people just want to have the new model because it is from the current year.
However, there is a real answer as to why people buy, and the answer is a scientific one. People buy because it physically makes them feel good. There is a certain chemical component in the brain that gives people an exhilarating feeling the more they buy. So, your job as a master salesperson is to active that chemical feeling in your business.
Why People Typically Don’t Buy
There are certain reasons why people don’t buy. The first reason is that they simply cannot afford what you have to offer. The second reason is that they have no time in their busy schedule to try your offer. The third reason is that they really don’t understand your offer. Finally, the fourth reason is that they don’t believe that they are capable of achieving what you tell them they can achieve if they take advantage of your offer.
The fourth reason is the most challenging because it is a deeply rooted psychological problem. If they have a low self-esteem or a lack of belief in themselves, it is going to be extremely difficult to undo the years of negative conditioning they have endured. Now, I will give you the main reasons you get so many “no’s” when you market your business.
The Conditioning Effect
The first reason you get so many “no’s” has to do with the conditioning that your prospects have endured throughout their lifetimes. This involves cultural and environmental conditioning. Perhaps you are trying to motivate them to join your business opportunity where you promise them that they can make a substantial amount of money.
If you are offering this to a person who was raised in a Christian culture, you might be in for a challenge. In the Bible, Jesus clearly states repeatedly that the rich will find it very difficult to enter the Kingdom of God and he also mentions that we should sell what we own and give to the poor. So, if a person has been conditioned since birth to reject your offer, you are in for a rough ride.
They’ve Been Burned Too Many Times
The second reason that makes people say “no” to your offers is that they have been burned too many times. They are simply tired of falling for scam after scam. Continuing with the business opportunity example, perhaps they have already joined multiple multi-level marketing companies and have concluded they are all scams or pyramid schemes. If this is the case, it will be very difficult for you to make them believe that you are different and the real deal.
The Negativity Factor
The third reason that makes people say “no” to you is the negativity factor. Some people just go through life seeing the cup as half empty rather than half full. These are individuals who are filled with negativity and see the bad of everything and everyone instead of the positive aspects. When dealing with such levels of negativity, you are in for an uphill battle.
Their Limited Mindset
The final reason that makes people say “no” to you is that many people simply have a limited mindset. Like I mentioned before, some people just have low self-esteem as a result of the negative conditioning they suffered since birth. They were raised with parents who told them to just go to school and get a decent job. So, they see anything else as simply impractical and unrealistic. They lack self-belief, and this lack of self-belief leads them to reject what you have to offer.
It is vital that you understand the psychological principles which I have outlined here. The more you understand the psychology of your prospects, the better equipped you will be to overcome the obstacles that present themselves at any time during the sales process. Once you fully grasp these psychological issues, you will then be able to come up with solutions. On my next post I will give you some of these solutions along with other powerful concepts.